New Image - St. Mary's Medical Center
The Challenge:
How to communicate that St. Mary’s Medical Center has had a long history of compassionate and successful cancer care- especially after the competing hospital stated that their thirty-three million dollar expansion would allow local resident to FINALLY stay in the market for quality care.
Strategy:
While the competitor’s statements were untrue, Bressler recommended NOT marketing St. Mary’s cancer center while the competition promoted their new facility in order to prevent consumer confusion. Instead, we pitched an image campaign for TV that demonstrated the emotion and compassion of St. Mary’s employees as well as the hospital’s long-standing place in the community.
Execution:
To reflect how St. Mary’s positively affects everyone in the community, Bressler used vignettes of the hospital and life in Huntington that begin in black and white and have specific objects that fade to the clients PMS blue. The piece is accompanied by “You Are My Sunshine” throughout, which was sung by a seven-year-old local girl.
Results:
The campaign sets the stage for future service-line advertising. While tracking information is not available as of this printing, our informal polls indicate that audiences feel as though St. Mary’s culture has been captured beautifully.
Tagged:
st marys,
cancer,
image,
branding