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
Cancer Center Campaign
Web and Print Banner ads
3-Dimensional Direct to Patient — Mail drop staged by week, to specific cancer hot spots
Sixteen page tabloid insert published quarterly informs larger audience
Postcards continue dialogue with patients
New physician announcement ads with two-way readable headlines capture attention as well as graphically reinforces brand identity
