The best hospital marketing campaign I ever wrote.

Healthcare ads make more impact when the appeal is to the heart, not the head. That's where we make decisions about our healthcare.

Here’s a hospital campaign I wrote with that in mind. And heart.

Winner of "Best in Show" in the National Healthcare Advertising Awards, this rebranding campaign for Central Baptist Hospital system in Lexington, Kentucky, expressed the health care brand's combination of high-tech... and "high-touch."

The hospital wanted to advertise its new technological advances. As writer, I knew my 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.

I wrote the new tagline, "This is Care," then used the "this is" phrase as the structural basis for a series of “two-beat” 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."

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."

Here are two more of the mounted ads from Walt's portfolio.

Left ad: Sensitive Mom.  Headlines: "This is the highly sensitive digital mammogram that saved Mom." "This is highly sensitive Mom." Right ad: Ben's Back. Headlines: "This is the procedure that fixed Ben's back." "This is Ben's back."

The integrated "This is Care" campaign was extended into all media, including radio and television.

Client: Central Baptist Hospital • Agency: Maring Weissman • Writer: Walt Jaschek • Designers: Paul Maring, Chuck Hart • Creative Director: Paul Maring TV production: Arbor Group

Leave a comment