An advertising program for a new healthcare facility branded across multiple service lines which was recognized with two ADDYs from the Ad Club of the Triangle.Program consisted of billboards, web banner ads, newsprint banner ads, newspaper and magazine patient testimonial ads, new physician ads, tabloid magazine inserts, broadcast television and radio.The program also incorporated customer relationship marketing utilizing dimensional direct mail, DTC magazine, e-newsletters, and online-health checks.

Challenge — Create strong position in highly competitive market — Establish identity of three separate service lines (women’s health, oncology, cardiology)

Creative Approach — Unify corporate identity with creative design while distinguishing between brands

Execution — Individualize brand utilizing unique image treatment and font styles — Reflect same graphic treatment in broadcast as well as print — Broadcast campaign emphasizes St. Joseph’s selected as hospital of choice by both physician and patients

Results — Increase in patient visits to St. Joseph’s of 18% — Physicians increased use of St. Joseph’s by 22%

Awards & Recognitions — Two silver Triangle Addy awards (broadcast)

Large selection of billboards rotate through various locations enhances continued awareness, Graphics extend beyond billboard.

Monthly lifestyle magazines direct to the patient. Each service line is represented. Feature story based upon newest technology or service. Tear out calendar keeps patient engaged. Design directed toward “Avid Partners”, family health decision makers.

My Smart Health News — e-newsletter

Window-gate direct to patient enable orthopedic patients to stay informed

Birth planner — Free 284 page book to introduce future patients to the St. Joseph’s/Candler Health System and Telfair Women’s Hospital

Web and newsprint banner ads rotate weekly.

Doctor/Patient testimonial print ads reflect graphic look shown in broadcast spots.

Telfair Women’s Hospital print ad mirrors broadcast spot

Broadcast: Heart Hospital • Women’s Hospital • Cancer Center
Patient and Physician converse during technology imagey transitions