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Hospital Gets A Leg Up on the Competition

Posted Sep 02 2010 2:09am

As advertising and marketing professionals, we often find ourselves with the difficult task of capturing consumers’ attention with a limited budget. Sound familiar? We have to find creative ways to spark interest. Simply put, we must think outside the box. BVK marketing team members used this strategy with their promotion of a vein removal service. (BVK is an unconventional marketing form located in Milwaukee, WI.)

BVK understood that women are most conscientious about their legs when they are shopping, trying on clothes or working out. So the BVK creative team took an unconventional approach by placing clothing racks filled with skirts and vein-free legs on hangers inside the Hospital’s store in the local mall in addition to other clothing items within the Hospital’s fitness centers. Displays were also placed on coat racks in medical offices and in locker rooms at the Hospital’s fitness centers.

Think about it, what better way to make women consider a vein removal service than by placing life-sized skirts – with legs – in a venue where women are standing in front of the mirror staring at their not-so-perfect legs? We can always argue the merits of making anyone feel self-conscious or less-than-perfect through a healthcare advertising program, but that’s for another blog post. The point here is that the next time you are struggling with a small budget, think different and you could be a leg up on the competition.

Thanks to Craig Gagnon for leading us to this great blog post. For more, check out this story on Susan Rasmussen’s Blog: http://susenrasmussen.wordpress.com/2010/08/29/a-campaign-with-legs/

Post by Dan Dunlop, The Healthcare Marketer


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