The "Best" Campaign
Parents. They will do anything for their kids and want the only the best for them. This means toiling through countless hours of research on strollers, swim lessons and birthday venues just to name a few. But do they know what the best hospital is for their kids? This campaign was developed to call attention to the trivial items that parents spend hours researching but they don't know about one of the most important things like where to take their kids if a doctor is needed.
I like building campaigns and messaging that have multiple iterations on the same concept. It extends the life of good creative and also has the opportunity to tell a fuller story to various audiences. This campaign could have gone on in perpetuity really.Although all good things must come to an end, the result of this campaign was a 345% increase in brand awareness and a 2% shift in payor mix. 2% may not seem like that much but that translates into between $5M-$6M in increased revenue in a hyper-competitive market.
AWARDS: PRSA Prism Award, HPRMA Award, Communicator Award, MarCom Award