Case Studies

The most successful ideas are those that ring true, evoke a response, and work for a variety of messages and mediums. See these examples of long-running, extendable multimedia campaigns and the results they generated.

Case Study #1

MARIN GENERAL HOSPITAL “HEALING PLACE” CAMPAIGN

SITUATION

Marin General Hospital is an independent district hospital located in Marin County, California — a spot synonymous with healthy living. Marin is more than a place, it’s a mindset. People choose and love Marin for its healthy attributes (lifestyle, food, outdoor pursuits, etc.) and the area’s natural beauty is incredibly important and is seen as a healing force. The hospital had not done any outreach or advertising in years, and most residents were not aware of the amazing range of services and the expertise available.

We developed a comprehensive communications campaign to promote the hospital and tap into the already strong “healing” mystique enjoyed by the environment. Executions feature real patient stories that highlight the hospital’s expertise and integrative services, showing how patients are able to enjoy their favorite spots in Marin, thanks to Marin General Hospital. This inextricably ties the hospital and the area together as “healing places.”

The “Healing Place” campaign has been good medicine for the hospital. Response has been overwhelmingly positive from both the community and employees (a key audience, as well). New research has indicated statistically significant increases in awareness of the key brand attributes and perceptions of quality for the hospital. The landing page attracted more than 30,000 responses in the first two years And the custom Pandora station is a huge hit. A total of 40,494 people have added the station to their playlist!

See Campaign Slideshow

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COMPONENTS

  • Photoshoots
  • TV & Video
  • Bus-side & Bus Shelter Signage
  • Print Ads
  • Custom Pandora Station
  • Radio
  • Online

Case Study #2

EL CAMINO HOSPITAL “SERIOUS CARE” CAMPAIGN

SITUATION

Research showed that El Camino Hospital had a reputation for excellence in nursing, a friendly environment, and was the place to go for labor/delivery or minor medical issues. Located in the shadow of Stanford, they were not seen as a destination for acute care of more serious diseases. We developed a multimedia “serious care” campaign that initially featured elite oncologists and cardiovascular specialists who deliver innovative, world-class therapies and procedures not typically available in a community hospital setting. The campaign was intended to help change perceptions within the community, as well as with referring physicians and the broader medical community. The look, feel, and tone of the ads was aggressive and serious — a huge departure from typical hospital marketing. The public campaign was extremely popular and grew to include specialists from all service lines, along with a complementary internal campaign featuring all departments. The 10-year comprehensive campaign included print, radio, outdoor, bus shelters, bus posters, online, in-hospital, etc. After a previous decade of declining market share, low perceptions of quality, and lackluster internal support, research showed the campaign had spurred a dramatic change.

COMPONENTS

  • Photoshoots
  • Print Ads
  • Bus-side & Bus Shelter Signage
  • Internal Launch Materials
  • Radio
  • Physician Communications
  • Video & TV
  • Online

See Campaign Slideshow

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RESULTS

The Serious Care campaign was seriously successful, internally and externally. Qualitative and quantitative research was conducted several times over a decade, and results showed statistically significant improvement in perceptions across all areas. Physicians clamored to be featured in the campaign. And staff came to view the tagline “Whatever it takes” as a rallying cry to go the extra step, every day.