A Grown Up Hospital Campaign
Los Angeles is a hyper-competitive health care market. I was charged with helping increase census numbers through advertising and marketing. After doing multiple focus groups and pulling various sources of data, we discovered that we were not loosing as many patients to other children's hospitals as we had originally thought. We were losing about 60% of our patients to "adult" or non-pediatric specific hospitals. Parents did not know that children's medicine is a specialty in itself. A headline was developed to inform parents that where they go for their health care is not suitable for their kids - or - A Grown Up Hospital is No Place for a Kid.
The campaign - TV, radio, print, billboards and digital - was created to highlight some of the differences between an adult hospital and a children's hospital. The campaign saw a census increase of approximately 2.5% during the time the it ran.
AWARDS: PRSA Prism Award, HPRMA Award, Communicator Award