Case Study #1
El Camino Hospital / Serious Care Campaign
Research confirmed that our client had a nice reputation for excellence in nursing, and being a friendly place to go for minor medical, or having a baby.
Living in the shadow of Stanford Hospital, they were not seen as a destination for acute care for serious medical issues, even though they were delivering exactly that.
We developed a multi-channel “serious care” campaign featuring the elite “warriors” who really were delivering world-class therapies and procedures: rock-star cardiovascular surgeons, trailblazing oncologists, and tech innovators.
The look and tone was aggressive: doctors with serious vision, tenacity, and confidence; not your typical smiling doctors giving patients pats on the back. After the previous decade of declining market share, low perceptions of quality, and lackluster internal support, research showed the “Serious Care” campaign spurred a seriously dramatic change.
COMPONENTS
- Photoshoots
- Videos
- Online Ads and Landing Pages
- Full Page Print Ads
- Bus-side & Bus Shelter Signage
- Internal Launch Materials
- Color Palette
- Collateral System
- Transit
- Campus Signage
The 10-year comprehensive “Serious Care” campaign included print, radio, outdoor, bus shelters, bus posters, online, in-hospital, etc., and was successful, internally and externally.
Qualitative and quantitative 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.
| Reputation | ||
|---|---|---|
| Best overall quality of care | 34% to 41% | +7 points |
| Excellent impression | 25% to 36% | +11 points |
| Best for latest technology | 20% to 29% | +9 points |
| Best for nursing | 30% to 37% | +7 points |
| Best for friendly staff | 32% to 38% | +6 points |
| Product / Service* | ||
|---|---|---|
| Best for Outpatient Surgery | 30% to 36% | +6 points |
| Best for Maternity | 34% to 40% | +6 points |
| Best for Minor Emergency | 42% to 49% | +7 points |
| Best for Heart Problems | 16% to 23% | +7 points |
| Best for Other Women’s Services | 25% to 35% | +10 points |
| Excellent in Orthopedics | 21% to 29% | +8 points** |
| Excellent in Urology | 21% to 27% | +6 points** |
| Excellent in Heart Problems | 24% to 31% | +7 points** |
* Topline results statistically significant changes from the EL Camino Hospital Consumer Tracking Study (statistically projectable to the community at a 95% confidence level.)
**Change after 1 year.
Case Study #2
Marin General Hospital / Healing Place Campaign
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.”
COMPONENTS
- Photoshoots
- Videos
- Online Ads and Landing Pages
- Full Page Print Ads
- Bus-side & Bus Shelter Signage
- Custom Pandora Station
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!