Today one of the art directors in my firm sent me a link to an orthopedics campaign for Butler Health System and it immediately caught my attention. I’ve seen other hospital and service-line campaigns that are movie-themed, so it is definitely not a new idea. But as I said, the work caught my attention. It has a different tonality than a lot of healthcare work. It conveys power and confidence. And there’s no doubt in my mind that the docs featured in the spot love the attention and the portrayal as an elite force. I was somewhat disappointed that the creative team didn’t manage to work in more quality information about the Ortho Program at Butler. There’s a lot of bravado but very little useful content here. Take a look at some of the work below: (or go to http://tinyurl.com/32zo4xf to see more of the campaign.)
In 2008 the folks at Interval ( http://www.thinkinterval.com ) did a similarly themed campaign (movie trailers and posters) for St. Joseph’s Hospital in St. Paul, Minnesota. For each print ad and movie trailer there was an accompanying microsite and 10 minute documentary telling the patient’s full story. This was a highly integrated campaign. It even included a Grand Opening celebration for a new multi-million dollar St. Joseph’s facility that was staged as an “Oscar Night” event. Click here to read more about the campaign and to view the documentaries. http://tinyurl.com/34qfp6j .
The heroes featured in the St. Joseph’s campaign are patients. That stands in stark contrast to the Butler Health System campaign where the heroes are the physicians. What do you think when you look at the two campaigns side-by-side? They both use the same device to tell very different stories. Let me know.
I’ll share one more example of this theme of advertising. My firm, Jennings, produced a movie-themed spec campaign for Tufts Medical Center in 2007. The client ended up selecting a different approach (rightfully so), but the concepts tested very well with consumers when we did creative testing intercepts in Boston.
Today one of the art directors in my firm sent me a link to an orthopedics campaign for Butler Health System and it immediately caught my attention. I’ve seen other hospital and service-line campaigns that are movie-themed, so it is definitely not a new idea. But as I said, the work caught my attention. It has a different tonality than a lot of healthcare work. It conveys power and confidence. And there’s no doubt in my mind that the docs featured in the spot love the attention and the portrayal as an elite force. I was somewhat disappointed that the creative team didn’t manage to work in more quality information about the Ortho Program at Butler. There’s a lot of bravado but very little useful content here. Take a look at some of the work below: (or go to http://tinyurl.com/32zo4xf to see more of the campaign.)
In 2008 the folks at Interval ( http://www.thinkinterval.com ) did a similarly themed campaign (movie trailers and posters) for St. Joseph’s Hospital in St. Paul, Minnesota. For each print ad and movie trailer there was an accompanying microsite and 10 minute documentary telling the patient’s full story. This was a highly integrated campaign. It even included a Grand Opening celebration for a new multi-million dollar St. Joseph’s facility that was staged as an “Oscar Night” event. Click here to read more about the campaign and to view the documentaries. http://tinyurl.com/34qfp6j .
The Warrior from Interval on Vimeo . (Click on the link to see the video.)
Courage Girl from Interval on Vimeo . (Click on the link to see the video.)
The heroes featured in the St. Joseph’s campaign are patients. That stands in stark contrast to the Butler Health System campaign where the heroes are the physicians. What do you think when you look at the two campaigns side-by-side? They both use the same device to tell very different stories. Let me know.
I’ll share one more example of this theme of advertising. My firm, Jennings, produced a movie-themed spec campaign for Tufts Medical Center in 2007. The client ended up selecting a different approach (rightfully so), but the concepts tested very well with consumers when we did creative testing intercepts in Boston.
Post by Dan Dunlop, The Healthcare Marketer