Maple Marketing Campaign for CAMC Garners National Recogntion
Our campaign for The Fertility Center at CAMC was recognized by HealthLeaders as the "Best Service Line Marketing," earning the Platinum Award (pictured at left) in the large hospital category. This is great news! We're pleased to share this honor with our client. From our view, it's fine to shine--but making our clients look good is a far greater accomplishment.
Details about the awards and the campaign are included in this story from HealthLeadersMedia.com:
There seems to be a universal formula for hospital TV ads: a reassuring voice speaking over sappy music while static stock-photo images of faux doctors and patients flash across the screen. Radio, print, and outdoor spots are cut from the same cloth. But when hospitals lighten up, the resulting advertisements are often more memorable and water cooler-worthy than their stuffy counterparts.
Of course, not all hospital ads can be lighthearted—there's a fine line between humor and bad taste. But there are some service lines—even sensitive ones—that, if handled carefully, can be advertised in an engaging, playful way.
Charleston (WV) Area Medical Center (CAMC) took a fun approach to marketing its fertility program, which I covered in the March issue of Healthcare Marketing Advisor. The ad promoting its male infertility solutions sports the tagline "strong swimmers" and features a baby wearing blue swimming goggles. The ad promoting its female infertility solutions uses "a good egg" as a tagline and features a baby crawling out of an eggshell. [Full story here]
There's antoher chapter to this story. We'll share that with you next time!