Children’s Hospital of Richmond creates ‘Young at heart’ campaign
The latest trends in healthcare advertising November/December 2006 Ad talk Vol. 22 No. 6 Children’s Hospital of Richmond creates ‘Young at heart’ campaign FEATURES Ad talk ■ 1, 3–6 Children’s Hospital of Richmond ‘Young at Heart’ Market notes Features gallery 2, 29–31 7–12 ■ Atlanta hospital initiates multiple advertising efforts to maximize exposure Index 31 Campaign entry form 32 DEPARTMENTS Campaign spotlight 14–26 ■ New TV campaign for CaroMont Health focuses on life Radio campaign 27–28 ■ California Hospital Association launches radio spots to tout services A HealthLeaders Media publication Rebranding campaign offers consumers more guidance on hospital’s services Last year, the 36-bed, not-for-profit, Children’s Hospital of Richmond (VA), faced a brand problem: Consumers knew of the hospital, but they didn’t know what it offered. A rebranding campaign, complete with a logo redesign, a new tagline, and publications that portrayed the hospital in a new, refreshing light gave the hospital the brand boost that it needed—but not before completing a ton of legwork. “People recognize our name, but they don’t really understand what we do or the range of specialized services we offer,” says the hospital’s CEO Leslie Wyatt. “We really are a bit of a well-kept secret.” The hospital needed to make its services (e.g., the specialty feeding program that people from all over the country travel to take part in) better known. On top of that, chief administrators reviewed the hospital’s mission statement and realized that the facility’s brand had not evolved with its mission. It was time to answer the question “who are we?” Branding expert Shawn Whalen, senior vice president of Massachusetts-based healthcare public relations (PR) and branding agency Schwartz Communications says you must do this before you can campaign for your image. “In today’s highly competitive healthcare market, it is critical for hospitals to first understand their strengths and differentiators before embarking on rebranding and advertising campaigns,” says Whalen. “In addition to self contemplation,” he continues, “the hospital needs to consider hard market facts. How can I gain market share? What type of patient demographic is most profitable? What departments perform best? Why are competitors better—or worse—than you?” The hospital knew that, to gain market share and fill beds, a greater awareness to consumers of the hospital’s services was necessary in the new branding campaign. To stay competitive, people’s perception needed to change. The renovation With goals in mind for the new brand, the hospital embarked on a market-research program to learn how people in Richmond and the Northern Virginia region perceived the hospital and to determine what the people specifically want. The program took three steps to identify consumers’ impression of the hospital: focus group conversations, a phone survey to locals, and a survey to patients and families. “This was a strategic process for us,” says Stacey Biddinger, PR executive for Children’s. continued on p. 3 A HealthLeaders Media publication ›› Market notes Ignite Health launches Incendia Health Studios, first purpose-driven media company devoted to chronic disease education Ignite Health in Irvine, CA, one of the nation’s top 20 independent healthcare advertising agencies, announced on September 28 the formulation of Incendia Health Studios, to develop and distribute unbranded disease-education programs targeting the millions of people who use the Internet to seek and share information about chronic diseases. Fabio Gratton, chief innovation officer of Ignite Health and one of the agency’s four founding partners, has been appointed president of the new company and will continue in his role with Ignite Health. The goal of the new media company is to offer health information to patients and caregivers who are affected by chronic diseases. The company will develop projects in much the same way that movies are made, from the creation of compelling story concepts through the securing of financing and selection of distribution channels. Incendia projects will be funded by advertising, sponsorships, and grants, but will not promote specific products or services. Kaiser Permanente to run Spanish ads on English channels Oakland, CA–based national health system Kaiser Permanente continues its “Thrive” campaign with a twist—a bilingual Spanish/English commercial now airing on English language television nationwide. The ad, launched in late September, highlights Kaiser Permanente’s efforts to reach the increasingly important Latino market. In addition to the bilingual version, there is a Spanish-language spot that airs on Spanish-language television, as well as radio spots for Spanish-language radio stations. Continuing the theme of total health and well-being in order to live full, happy lives, the newest Thrive ads, “Gym,” “Stay Longer,” and “Crowd Surfing” aim to reinforce Kaiser Permanente’s role as a health advocate helping members to improve their lives and reap the benefits and joy of healthy living. Additionally, the new ads try to celebrate diversity. Creative was done by the agencies Campbell-Ewald in Los Angeles and Accent Marketing in Jefferson, IN. Tennis legend Mary Joe Fernandez campaigns for asthma awareness Mary Joe Fernandez, tennis legend and well-known tennis commentator, is urging Hispanic-Americans with asthma to take the Asthma Control Test™ (ACT). The ACT is an asthma assessment tool, available in Spanish and English, that can help doctors assess the patient’s level of asthma control. Fernandez has asthma, but refuses to let it slow her down. She wants other people with asthma to know that they can live a full and active life with an effective asthma-management plan. Throughout her childhood and teenage years, she suffered from what she thought was chronic bronchitis. It wasn’t until she was 20 years old, at the height of her tennis career, that a doctor correctly diagnosed her as having asthma. Fernandez’s experience led to her current commitment to help increase awareness about the importance of talking with a doctor about asthma and the ACT. The five questions included in the ACT are based on measures of asthma control established by the National Institutes of Health Asthma Guidelines. Scarborough Research to better gauge health ad effectiveness Scarborough Research, a media research and pattern agency in New York City, is teaming with healthcare data information company Solucient in Evanston, IL, to help advertisers better gauge the effectiveness of healthcare advertising. Scarborough maintains a database of consumer buying patterns and media usage to help media buyers, ad agencies, and networks better target and track their advertising by zeroing in on demographic groups. Under the agreement, Scarborough is embedding Solucient’s HouseholdView™ proprietary life-stage segmentation system and HealthView Plus®, Solucient’s proprietary national research on consumer attitudes and behaviors about healthcare services, into Scarborough’s databases on consumer shopping habits, media patterns, demographics, and lifestyles. This will allow healthcare marketers to examine local consumer media utilization to create more efficient media plans targeting specific segments, based on healthcare needs. continued on p. 29 For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. 2 Healthcare Advertising Review November/December 2006 ©2006 HCPro, Inc. A HealthLeaders Media publication Ad talk continued from p. 1 “Since we are a nonprofit hospital, being cost effective is important to us. Before launching any flashy advertising, we needed to know what people in the community thought of us, so we talked . . . to everyone we could—board members, opinion leaders in the community, parents, everyone.” Children’s Hospital also tapped Richmond-based branding firm Siddall, Inc., to help with the initiative and rebranding effort. Together, the team redesigned Children’s logo, created a new tagline (“Young at heart”), and updated the hospital’s three consumer publications to portray the hospital in a new, refreshing light. The look and feel of the new brand clearly communicates what types of children will thrive at the hospital through its services, Biddinger says. The hospital’s logo changed from black and white to orange. “We picked orange because it’s childlike and a color not typically seen in healthcare advertising,” she says. The new tagline, “Young at heart” was decided on because it’s short and sweet and gives the impression that even the most expert medical staff still feel young at heart and can relate much better to children than can the competition. A work in progress Despite making great strides with the new branding campaign, the hospital is not yet finished. It is now in the middle of redesigning its Web site, which is due to launch in December, and redesigning and refocusing its three publications so they carry the new brand image—the quarterly Children’s Hospital Magazine, the quarterly newsletter Early Addition, and a one-sheet, Tidbits, which goes out three times per year—to fit with Children’s new image. Additionally, Children’s tapped Hawaiian illustrator Jing Tsong to draw multiple pictures of children with various medical problems, to offer more guidance to the public about the types of medical problems Children’s treats. The illustrations are fresh, colorful, and unique. Some pictures show children in wheelchairs; others are smiling continued on p. 4 For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. ©2006 HCPro, Inc. November/December 2006 Healthcare Advertising Review 3 A HealthLeaders Media publication Ad talk continued from p. 3 in a hospital bed. The drawings will be placed internally on posters, banners outside of the facility, and billboards in the parking garage of the hospital. So far, initial feedback has been extremely positive, says Biddinger. Staff have keenly taken to the campaign and are excited to launch the Web site and print ads to further cement the new Children’s Hospital of Richmond brand. Wyatt agrees that the hospital is moving in the right direction in terms of its brand, which is now more important than ever. “The world around us is changing,” she says. “It is more competitive. We’ve always had a brand, we just haven’t used it to our fullest potential.” H Children’s Hospital of Richmond 34 beds, Richmond, VA Contact: Stacey Biddinger [email protected] Agency: Siddall, Inc. Agency contact: Karen Grimm [email protected] Objective: The primary objective of the hospital’s rebranding effort is to raise awareness of the specialty pediatric services offered at the facility, and to increase overall community perception of the hospital. Target: Adults, parents, caregivers, community thought leaders. Media: Newsletter, print, logo, banner ads, Web site. Web site: www.childrenshosprichmond. org For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. 4 Healthcare Advertising Review November/December 2006 ©2006 HCPro, Inc. A HealthLeaders Media publication Ad talk These are the colorful illustrations that the hospital commissioned by Hawaiian artist Jing Tsong. The drawings are seen throughout the hospital and will also appear on future collateral (e.g., brochures, name tags, and mouse pads). For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. ©2006 HCPro, Inc. November/December 2006 Healthcare Advertising Review 5 A HealthLeaders Media publication Ad talk For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. 6 Healthcare Advertising Review November/December 2006 ©2006 HCPro, Inc. A HealthLeaders Media publication Features gallery Atlanta’s Emory Healthcare initiates multiple advertising efforts to maximize exposure The challenge: Leverage three separate audiences, maximize exposure to the brand, and tout two specialty services with one overall image. It may sound impossible, but it’s not. Just ask Georgia’s largest health system. Emory Healthcare, which comprises 15 health centers, did just that with an aggressive multiintegrated advertising campaign that advertised the women’s care and plastic surgery centers and branded one of the system’s hospitals as a leading healthcare provider in the region. The campaigns, created internally by the marketing staff, launched separately during spring 2006, but overlapped enough to blanket the Atlanta market with images of the Emory brand throughout the summer and fall months. Emory’s vice president of brand marketing, Mark Swilley, decided on an integrated approach so the hospital’s image would be seen in multiple mediums promoting different specialties at the hospital. By using this approach, the hospital can reach multiple target audiences at once. “Our goal in this campaign was to not only promote specific service lines, like our women’s center and plastic surgery facility, but to also generate more awareness of the Emory brand in Atlanta by positioning our hospital as the premiere destination for medical attention in the region,” Swilley says. The women’s center campaign: Targeting moms and female caregivers To captivate the female audience in Atlanta and tout Emory’s women’s center, the hospital created a directmail campaign targeted to women aged 25–35 who are expectant mothers, caregivers, or future moms. The direct-mail piece features a tiny infant in the middle of a yawn—an image intended to reach both expectant continued on p. 8 For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. ©2006 HCPro, Inc. November/December 2006 Healthcare Advertising Review 7 A HealthLeaders Media publication Features gallery continued from p. 7 mothers and women who want children in the future. The campaign, which asked, “Do you know a good OB/GYN? Come meet one!” offered a free luncheon and symposium during which women could meet potential doctors and nurses or other women going through the same experiences and ask questions. “Choosing a doctor to deliver your baby is a daunting task,” Swilley says. “We wanted to make the women of Atlanta feel comfortable doing that.” The highly attended luncheons gave women that opportunity and were well-received in the community. At least that’s what Kelly Rich, a woman from Atlanta says. “When it was time to preregister for the birth of my first baby, they asked me to pick a doctor. But how was I supposed to pick a doctor I had never met? Then I heard about the meet-and-greet luncheon at Emory, and I went with my sister, met a ton of doctors and nurses, and it just made the whole experience really comfortable.” This portion of the campaign ended in June, and the results proved to be successful. Swilley says the women’s center had a 40% increase in calls over the course of four months following the campaign and that the symposium and luncheons were highly attended. The aesthetic surgery center campaign: “A lifestyle upgrade” Skewing to an older female demographic—age 45-plus with a higher income—this second campaign aim- ed to increase awareness of Emory’s Aesthetic Surgery Center. The direct-mail campaign is sleek and colorful and features older women with a youthful glow. The tagline reads, “Look younger. Feel younger. Think of it as a lifestyle upgrade.” The two direct-mail pieces flirt with the audience, saying, “Get carded more often,” and “Make the bag boys fight over who’s going to carry your groceries.” The back of the pieces spotlight the pictures and bios of four plastic surgery residents. The direct-mail pieces intend to position the center as a self-improvement center, rather than a place for run-of-the-mill plastic surgery. Highlighting the doctors also brands the hospital as a confident academic facility and one that touts the education and experience of its physicians. This campaign ran from June to mid-July. Swilley says the facility experienced a 30% increase in calls in August and September to the aesthetic center and an increase in overall admission. The branding campaign: Emory as ‘the midtown Atlanta hospital’ Finally, Emory launched a highend print campaign branding Emory’s Crawford Long Hospital as the premiere hospital in midtown Atlanta. The ads position the hospital as a destination, even going as far as to compare it to a hotel. One ad shows the hospital from an aerial view, comparing its looks to a luxury high-rise apartment building. The second ad shows the inside lobby of the hospital, which looks distinctly like the lobby of a five-star hotel. “Our top priority is to make patients feel comfortable here at Emory,” Swilley says. “Nobody wants to be in a hospital, but if you have to go, why not feel at home?” The print ads began running in January of this year and continued through the end of September. The ads were placed in high-end regional consumer magazines, such as Alliance Magazine and Mid Town Magazine. Swilley says he is still tracking results, but initial feedback has been positive. Over the course of nine months, Emory’s brand appeared in three separate demographics promoting different services. This approach not only increases consumer awareness of the various services offered, but increases its chances for referrals in all three markets. H For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. 8 Healthcare Advertising Review November/December 2006 ©2006 HCPro, Inc. A HealthLeaders Media publication Features gallery Emory Healthcare 270 beds, Atlanta Contact: Mark Swilley [email protected] Objective: The objective of the advertising campaign is to promote Emory Healthcare’s brand as the premiere hospital in Atlanta, and to promote two service lines: the Aesthetic Surgery Center, and the Women’s Center. Media: Print, direct mail, community relations Web site: www.emoryhealthcare.org For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. ©2006 HCPro, Inc. November/December 2006 Healthcare Advertising Review 9 A HealthLeaders Media publication Features gallery Direct mail pieces that were used in the campaign are seen here. For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. 10 Healthcare Advertising Review November/December 2006 ©2006 HCPro, Inc. A HealthLeaders Media publication Features gallery For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. ©2006 HCPro, Inc. November/December 2006 Healthcare Advertising Review 11 A HealthLeaders Media publication Features gallery For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. 12 Healthcare Advertising Review November/December 2006 ©2006 HCPro, Inc. A HealthLeaders Media publication ADVERTISEMENT For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. ©2006 HCPro, Inc. November/December 2006 Healthcare Advertising Review 13 A HealthLeaders Media publication CaroMont Health, a 24-hospital system in North Carolina, recently launched a TV campaign to promote its 435-bed Gaston Memorial Hospital in Gastonia, NC. The effort follows a successful print and outdoor advertising campaign that showcased the real-life stories of local residents. Launched this past September, the effort carries the tagline “Some of the most advanced healthcare in Charlotte is actually right here in Gaston County.” The commercials were filmed at Gaston Memorial Hospital and locations across the region featuring actual CaroMont Health patients, doctors, and staff. The campaign’s goal is to promote the advanced technology available at the facility and the high quality of customer care delivered at CaroMont Health. The spots vary from 30 seconds to 60 seconds and are currently running on local network markets. The advertising campaign was created by Charlotte-based agency Eric Mower and Associates. The spots focus on several areas of the hospital, including the neonatal intensive care unit, the Human Motion Institute joint replacement program, surgery, cardiac care, and oncology. The real-life patients of the hospital give the commercials credibility and highlight medical aliments that can happen to anyone, at anytime. CaroMont Health 435 beds, Gastonia, NC Agency: Eric Mower and Associates Agency contact: Rick Lyke [email protected] Objective: The goal of this campaign is to highlight the hospital’s customer service and focus on quality. The campaign spotlights its cancer center and features real-life nurses. Media: Television Web site: www.caromont.org For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. 14 Healthcare Advertising Review November/December 2006 ©2006 HCPro, Inc. A HealthLeaders Media publication 60-second television spot For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. ©2006 HCPro, Inc. November/December 2006 Healthcare Advertising Review 15 A HealthLeaders Media publication 30-second television spot 60-second television spot “Isaac Holt” Isaac: I had been out cutting grass, and it had been hot, and I guess I over did it. Eva Sue Holt (wife): I came in to the bathroom, and he was just down on all fours. Isaac: She came in and said, “What’s going on?” Eva Sue: He was sweating and clammy, and his color was changing, and I said “I’m going to call 911.” Heather, EMT: When we got in him into the ambulance and hooked him up to the EKG, we knew this patient was having a heart attack. We were able to use the monitor and cell phone to transmit the images to the cardiologist in the ER. Cardiologist: Before Mr. Holt ever arrived in the ER, we were able to see he was having a heart attack. I saw the EKG, and we were able to activate the necessary machines so they were ready for him when he arrived. Eva Sue: We couldn’t have been treated better had we been big celebrities or something. It was wonderful. For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. 16 Healthcare Advertising Review November/December 2006 ©2006 HCPro, Inc. A HealthLeaders Media publication 60-second television spot For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. ©2006 HCPro, Inc. November/December 2006 Healthcare Advertising Review 17 A HealthLeaders Media publication 30-second television spot “Normal McGill” Norman: If it ain’t broke, don’t fix it. But sometimes it breaks, but this got to be fixed. Doctor: Norman had prostate cancer and underwent a radiation seed implant. Norman: And right now I’m fine. Doctor: The cancer is literally undetectable, which means his cancer is pretty much gone. Norman: That’s the whole story. That’s all I have to say! 30-second television spot “Tom Effid’ Tom: There are some days you never forget in your life, like the day the doctor said, “Tom, I found a little something on your larynx that bothers me. I think its cancer.” Something like that just stops you in your tracks. Doctor: We were able to focus right in on the larynx and find this small but cancerous growth. In today’s world, people are scared to have cancer in the larynx, or throat. Tom: Yeah, that’s true. But I had no reason to be scared. They caught it in time. For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. 18 Healthcare Advertising Review November/December 2006 ©2006 HCPro, Inc. A HealthLeaders Media publication 60-second television spot “April Canipe” Doctor: April Canipe and her son, Elija, can relate, because her son was born a month early. April: My first son was a 29 week’er, and he’s six years old today and very healthy. He weighed 5 lbs. My second one was a 23 week’er and weighed 1 lb. and 1 oz. We lost that one. And this one, he was a 29 week’er, and we had to keep him here in the neonatal ICU for a while. April’s son, Elija: I remember my Mom crying because the little girl passed away because she was too little, and I was afraid my little brother was going to pass away, too. April: We started calling him the miracle baby, just for the simple fact that they said I wouldn’t be able to have another child since the last horrific incident. Doctor: He’s done very well and he’s been discharged and he’s healthy enough to go home now. Elijah: He didn’t stay in Momma’s stomach long enough but he still made it. For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. ©2006 HCPro, Inc. November/December 2006 Healthcare Advertising Review 19 A HealthLeaders Media publication 30-second television spot “Richard Rankin” Richard’s wife: He was in a lot of pain. Richard: I walked for about 80 minutes that day, and then I started looking for benches to sit on. Wife: Benches were becoming a real part of our lives. Doctor: Sometimes people’s lives are significantly affected because of hip or knee pain, and if you can remove that pain, it allows them to return to those activities they enjoy. Wife: It’s made the biggest difference—he can keep up with me, and that’s meant so much to both of us. For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. 20 Healthcare Advertising Review November/December 2006 ©2006 HCPro, Inc. A HealthLeaders Media publication 60-second television spot “Millie: A day in the life” Doctor: The day of joint replacement surgery, the patient will check in to our Human Motion Institute, and into the room where they’ll stay. Millie: Day one—checking in! Doctor: Following the surgery, they may be out of the bed that say, or often times the following day. Millie: Here it is, day two! Doctor: The first day after the surgery, all of the patients who have had joint replacement surgery will mobilize as a group. Millie: Day three, and I’m moving! Doctor: We’ll see the patients for a few days postop so that by postop day three, people are ready to be discharged. Millie: Day four, and I’m outta here! Doctor: The schedule is to be admitted on a Monday, so you’re home by Thursday. The goal is to make them independent so they can go home and function as usual. For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. ©2006 HCPro, Inc. November/December 2006 Healthcare Advertising Review 21 A HealthLeaders Media publication 60-second television spot “General Hospital” Doctor: I think Gaston Hospital fills a very particular niche, especially in the birth place—it’s a very special environment, an environment that allows us to get to the very basic nature of parenting for premature infants. Mom: We were really pleased with being at Gaston Memorial and feel safe having it be so close to us. Doctor: We offer all the cutting-edge care that not many places in the country offer. Tom: It was a surprise to know that that technology was here in a community hospital. Hoover: They have the improvements, the equipment and all of that, but with it, they have heart. For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. 22 Healthcare Advertising Review November/December 2006 ©2006 HCPro, Inc. A HealthLeaders Media publication 60-second television spot “Cancer Cure” Doctor: I think that there is a cure for cancer—we have parades of people that get it, get rid of it, and live long enough to talk about it. Tom: They have a 95% cancer cure rate at this hospital, and there are improvements every year. I can honestly say that everyone here at Gaston cured my cancer. For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. ©2006 HCPro, Inc. November/December 2006 Healthcare Advertising Review 23 A HealthLeaders Media publication 60-second television spot “Kristy Crisp: Kangaroo Care” Kristy: When Lucas was born, he was 2 lbs. and 1 oz. So he was a small little guy. The nurses and doctors told us that the Kangaroo Care was an option—you literally hold the baby up against your skin. I tried it and started to notice that all of his numbers on the monitor would level out when I did that—his blood pressure, oxygen, breathing, everything. It was amazing to see. For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. 24 Healthcare Advertising Review November/December 2006 ©2006 HCPro, Inc. A HealthLeaders Media publication 60-second television spot “Dr. Andrew Miller” Dr. Miller: When I first opened up my practice in 1959, a typical visit was $3 for the office and $5 for a house call. This machine here is a linear accelerator. I think the retail on this is about $2 million. Now we have CAT scans, MRI machines, all kinds of equipment. But back then, I had to rely on my hands. Doctor: Dr. Miller developed a large mass under his arm, and it was growing very fast. Dr. Miller: My cancer was under here—they were able to get it. For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. ©2006 HCPro, Inc. November/December 2006 Healthcare Advertising Review 25 A HealthLeaders Media publication 60-second television spot “Lisa, Hannah, and Nurse Kelly” Hannah: I always wanted a little sister. Lisa, Hannah’s mother: She was an unexpected pregnancy and she was born at 34 weeks. Nurse Kelly: Being a nurse in the neonatal intensive care unit is the most rewarding job I could imagine. You take care of these babies who are so precious. You often make such a bond with these families. You really form friendships beyond these walls. For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. 26 Healthcare Advertising Review November/December 2006 ©2006 HCPro, Inc. A HealthLeaders Media publication Radio campaign The California Hospital Association (CHA), a nonprofit aimed at improving the quality of healthcare in California, recently launched 60-second radio spots to promote the importance of hospitals and their emergency services. The CHA, representing more than 500 hospitals statewide, launched the advocacy education campaign in English and Spanish. The ads will run through November 15. California Hospital Association Sacramento, CA Contact: Jan Emerson 916/552-7516 Objective: To promote the emergency care services in the state of California regardless of a patient’s ability to pay. Target: Adults, male and female Media: Radio, Web site. Web site: www.calhospital.org For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. ©2006 HCPro, Inc. November/December 2006 Healthcare Advertising Review 27 A HealthLeaders Media publication Radio campaign 60-second radio spot California Hospital Association radio spot Female announcer: California hospital’s are on the frontlines, caring for patients and saving lives every day. Male announcer: Hospital emergency rooms are a part of a chain of emergency services that begin with 911 and include law enforcement, fire and rescue, paramedics, and ambulances, and usually end at the emergency room. Male announcer # 2: When lives are on the line, this chain is your lifeline, and your life depends on the strength of every link in the chain. Female announcer # 2: While the population of California continues to grow, the number of emergency rooms has actually declined. One of every six hospitals that existed ten years ago is now gone. Male announcer # 3: This can mean longer ambulance rides and longer patient waits. Female announcer # 3: Emergency rooms are as important to a community’s emergency response network as police and fire. Male announcer # 4: To learn more about the ER challenge go, to www.calhospital.org. Paid for by the California Hospital Association. For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. 28 Healthcare Advertising Review November/December 2006 ©2006 HCPro, Inc. A HealthLeaders Media publication ›› Market notes continued from p. 2 Marketers can also use segmentation information when planning other marketing programs, such as comarketing initiatives. Developed specifically for the healthcare market, the HouseholdView segmentation system identifies 56 types of healthcare households. Combined with HealthView Plus research on 20,000 households annually and the Scarborough local research of 210,000 consumers specific to each market, the Scarborough-Solucient partnership will enable marketers to understand the attitudes, behaviors, and decision-making patterns of healthcare consumers. Spirit of Women network promotes heart health among females An ongoing campaign to raise awareness of the dangers associated with heart disease among females is the goal of the Day of Dance campaign, a national effort sponsored by the Spirit of Women network, a national coalition of hospitals and healthcare facilities in more than 60 U.S. cities. The campaign is now in its second year and is gearing up for a new phase in 2007. The campaign, launched in February 2005, hoped to reach a wider audience this year. To do that, the network shifted its strategy to include a greater demographic and to retain readership with more targeted editorial coverage. First, Spirit of Women retained its celebrity spokesperson, actor Patrick Swayze, who also made personal appearances nationwide urging women to become educated about the importance of heart health. Additionally, the effort increased media relations and received placements in top tier national women’s publications such as Self, Good Housekeeping, and Woman’s World. The strategy worked: More than 31,000 women attended the national events. The Spirit of Women outreach continues Questions? Comments? Ideas? Contact Associate Editor Jenna Fogle Telephone: 781/639-1872, Ext. 3335 to grow with an additional 19 markets lined up for the Day of Dance campaign in 2007. For more information, go to www.dayofdance.com. Nickelodeon partners with ‘Produce for Kids’ to campaign for healthy eating “Produce for Kids,” launched October 1, is a national campaign aimed at promoting healthy eating in combination with physical exercise. The effort takes an integrated marketing approach that combines point-of-sale materials, print advertising, public relations, and Internet marketing. The effort partnered with popular children’s television network Nickelodeon this fall, and unique collateral will appear in children’s hospitals nationwide, as well as in the produce sections of supermarkets such as Meijer, Publix, Kroger, and Giant. The posters feature characters from the network, such as “Dora the Explorer”. McIntyre Marketing, Inc., a brand-development firm based in Orlando, FL, created the campaign. For more information, visit www.produceforkids.org. Health organizations launch campaign promoting healthy bones Targeted at parents and caregivers nationwide, The National Dairy Council has launched an education campaign called “The Bone Health Campaign” aimed to raise awareness of the dangers of osteoporosis and the importance of healthy eating, including meeting the recommended dairy intake for young children. The campaign, launched October 1, is also sponsored by four leading health organizations: the American Academy of Pediatrics, American Diabetic Association, American Academy of Family Physicians, and National Medical Association. The effort consists of print and digital advertisements, a public service announcement on TV, and an interactive Web site targeted at all consumers and health professionals. Starting this month, consumers can visit www.3aday.com to take a bone health self-assessment quiz and learn about reducing the risk of osteoporosis, adopting healthy eating habits, and dairy’s nutrients. E-mail: [email protected] continued on p. 30 For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. ©2006 HCPro, Inc. November/December 2006 Healthcare Advertising Review 29 A HealthLeaders Media publication ›› Market notes continued from p. 29 Kaiser Permanente launches third phase of ‘Thrive’ campaign Kaiser Permanente, headquartered in Oakland, CA, entered the third year of its “Thrive” advertising campaign this month with three new TV spots. The new ads hope to counteract negative perceptions of Kaiser after the 461-medical-center healthcare system was fined $5 million from the state Department of Managed Health Care over its kidney transplant program in early September. The crisis, which came to light in early May, became public when it was discovered that hundreds of transplant patients faced long delays and unnecessary red tape at Kaiser’s San Francisco kidney program. Kaiser’s new TV effort targets primetime audiences in California markets on all four major networks. The TV campaign plans to go national in October. In November, billboard and other outdoor advertising will be prominent in San Francisco bus and train stations. One TV spot features a young man crowdsurfing through a sea of Kaiser doctors, nurses, and other hospital staff. The tagline is “Being connected is a wonderful thing.” Cancer center raises public awareness through new ads The Barbara Ann Karmanos Cancer Institute, a 300-bed facility in Detroit, launched a $1 million advertising campaign to generate greater public awareness of the facility and refocus its brand image as a national leader in cancer research and prevention. The institute’s first advertising effort in three years, the campaign is taking an integrated approach with television, print, Web, and billboard advertising to promote the center and increase consumer awareness. The ads picture real-life patients doing physical activities (e.g., rock climbing and swimming) while talking about their experience with the disease. The TV ads began running on Detroit’s local toptier networks in September, and the print, Web, and billboard advertising began in October and will run through June 2007. Red Cross launches nontraditional public service campaign In honor of World First Aid Day on September 11, The Canadian Red Cross launched a two-day public service campaign in Toronto, ON, to remind people about the importance of knowing cardiopulmonary resucitation (CPR). The outdoor, print-only campaign is an instant attentiongrabber, with life-sized prints of people placed at the bottom of staircases around the city. Each image of an unconscious male or female body is printed directly on the ground, creating the illusion that he or she has just fallen down the stairs. Similar images were also placed on kiosks at high-traffic intersections. The tagline on the creative reads “Know what to do.” To bring additional awareness to the effort, first-aid instructors around the city passed out information about CPR classes and other Red Cross resources. Toronto-based ad firm Downtown Partners created the campaign. Retired quarterback to promote hospital branding effort Former National Football League and Boston College quarterback Doug Flutie was tapped last week by MetroWest Medical Center, a 494-bed hospital system in Framingham, MA, to be the spokesperson for the hospital’s new branding campaign. Flutie signed a two-year contract with the three-hospital health system and will be seen in upcoming TV spots and print collateral. The hospital is launching the advertising campaign in tandem with a rebranding effort and change of logo. The campaign hopes to increase consumer awareness of the center’s location, programs, and patient outcomes. Bob Dole launches Medicare campaign via podcasts Former U.S. Senator Bob Dole announced in September the launch of a podcast urging those eligible for Medicare to seek out more information about the available drug plans offered in their area. For permission to reproduce part or all of this newsletter for external distribution or use in educational packets, please contact the Copyright Clearance Center at www.copyright.com or 978/750-8400. 30 Healthcare Advertising Review November/December 2006 ©2006 HCPro, Inc. A HealthLeaders Media publication ›› Market notes The online campaign features real-life Medicare beneficiaries who offer first-hand accounts of their experiences with the drug benefit. The effort hopes to reach not only those eligible for Medicare, but also caregivers and family members who influence the lives of those who can benefit from the plan. The effort launched in preparation for enrollment to Medicare’s 2007 prescription drug coverage. The weekly podcast, “Success: The Benefits of the New Medicare Drug Plan,” will be updated every Monday. For more information about the campaign or upcoming weekly podcasts, please visit www.bobdoleonmedicare.com. Survey: Most docs favor DTC moratorium The majority (80%) of physicians in a recent survey said they favor a moratorium on direct-to-consumer (DTC) advertising for new drugs. The survey of 1,360 physicians was conducted by Cambridge, MA–based market data firm MedPanel. The top three benefits of a moratorium, according to participants, are » it gives physicians more time to become familiar with a drug before patients are influenced by advertising » it gives physicians the ability to maintain control of the physician-patient relationship without interference from advertising » that physicians have a lack of trust in pharmaceutical companies Of the 20% who oppose a mandatory waiting period for advertisements about new drugs, most said consumer drug advertising educates patients, encourages them to seek treatment, and forces physicians to stay up to date with new treatment options. Opponents also said an enforced moratorium would violate pharmaceutical companies’ free speech and freedom to operate. Some physicians who oppose the moratorium still see a need for DTC reform, however. Several respondents in the minority group expressed frustration with the nature of current ads or stated that they would favor new DTC advertising guidelines over a moratorium, according to a MedPanel press release. H Index Sources California Hospital Association . . . . . . . . . . . . . . . . . . . . . 27 CaroMont Health System. . . . . . . . . . . . . . . . . . . . . . . . . . 14 Children’s Hospital of Richmond . . . . . . . . . . . . . . . . . . . 1, 4 HAR Subscriber Services Coupon Your source code: N0001 q Start my subscription to HAR immediately. 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