Barnes-Jewish Hospital
Year after year, Barnes-Jewish Hospital in St. Louis is rated among the top hospitals in the nation by U.S. News & World Report, a fact that the client has shouted from the rooftops. So it was no surprise when research showed people give the hospital props for leading-edge treatment and medical research. What was missing was a personal, emotional connection to the hospital. It was time for a new approach.
Instead of focusing on the hospital's capabilities alone, we set out to show how those unique strengths translate into living benefits... how Barnes-Jewish Hospital saves and improves lives so their patients can realize what they're "looking forward to." The client helped identify patients who had undergone treatment in areas they wished to promote, including diabetes, cancer, kidney transplant, and heart and lung surgery. All we had to do was retell their stories in the most genuine way possible. And do it with a very limited budget. The result was the hospital's first TV campaign in years, pulled together from the patients' own home video footage and showing them enjoying the activities they live for.
Viewers were invited to see the full patient stories on the Barnes-Jewish website, complete with video interviews of the patients' doctors. Radio was used as a reminder, delivering short 10 and 15 second versions of our stories. Web banners appeared on Web M.D., I-Village and other sites popular with the female health decision makers. In every case, the message ended with the provocative question, "What are you looking forward to?"
Year after year, Barnes-Jewish Hospital in St. Louis is rated among the top hospitals in the nation by U.S. News & World Report, a fact that the client has shouted from the rooftops. So it was no surprise when research showed people give the hospital props for leading-edge treatment and medical research. What was missing was a personal, emotional connection to the hospital. It was time for a new approach.
Instead of focusing on the hospital's capabilities alone, we set out to show how those unique strengths translate into living benefits... how Barnes-Jewish Hospital saves and improves lives so their patients can realize what they're "looking forward to." The client helped identify patients who had undergone treatment in areas they wished to promote, including diabetes, cancer, kidney transplant, and heart and lung surgery. All we had to do was retell their stories in the most genuine way possible. And do it with a very limited budget. The result was the hospital's first TV campaign in years, pulled together from the patients' own home video footage and showing them enjoying the activities they live for.
Viewers were invited to see the full patient stories on the Barnes-Jewish website, complete with video interviews of the patients' doctors. Radio was used as a reminder, delivering short 10 and 15 second versions of our stories. Web banners appeared on Web M.D., I-Village and other sites popular with the female health decision makers. In every case, the message ended with the provocative question, "What are you looking forward to?"
