“Best in Show” in the national Healthcare Advertising Awards, this rebranding campaign for Central Baptist Hospital expressed the health care brand’s combination of high-tech, high-touch.
Healthcare ads work better when the appeal is to the heart, not the head. That’s where we as patients and consumers make decisions.
The hospital wanted to advertise its new technological advances. Writer Walt Jaschek and client-agency Maring Weissman wanted to ensure those advances were communicated via their very human benefit, the one every single patient wants most: getting back home, healthy.
Walt wrote the new tagline, “This is Care,” then used the “this is” phrase as the structural basis for a series of print ads, TV spots, banner ads and outdoor boards. Here are are few of the print ads in the campaign, a series of double-page newspaper spreads. Credits below.
Headlines: “This is the machine that healed Alan’s heart.” / “This is Alan’s heart.”
Headlines: “This is the CyberKnife™ that saved Donna’s life.” / “This is Donna’s life.”
“Steve’s Blood Flowing”
Headlines: “This is the stroke-preventing device that keeps Steve’s blood flowing.” / “This is Steve’s blood flowing.”
Headlines: “This is the monitor that keeps close tabs on Nathan.” / “This is Nathan.”
The integrated “This is Care” campaign was extended into all media, including radio and television. Here’s “Alan’s Heart,” as seen on TV.
Client: Central Baptist Hospital
Agency: Maring Weissman
Writer: Walt Jaschek
Designers: Paul Maring, Chuck Hart
Creative Director: Paul Maring
TV production: Arbor Group