Advertising Showcase: Baptist Health Campaign Appeals to Women
Each month, Strategic Health Care Marketing Advertising Showcase features a multimedia advertising campaign challenges, tactics, and outcomes, offering strategic and creative insights from some of the nation’s leading hospitals, health systems, and health-related organizations.
Baptist Health creates a compelling integrated marketing campaign that resonates with women, primary decision-makers for the entire family.
Background
Baptist Health is Arkansas’ most comprehensive health care organization, with more than 250 access points, including 11 hospitals, urgent care centers, a senior living community, and more than 100 primary and specialty care clinics in Arkansas and eastern Oklahoma.
Known for its outstanding obstetrics and gynecology services in Arkansas, the organization also aims to be the first choice for women seeking comprehensive health care through all stages of life. To accomplish this, the marketing team challenged its agency partner Stone Ward to create an integrated campaign presenting Baptist Health as the vital partner in all things women’s health — from taking care of themselves to starting a family to navigating end-of-life care for their aging parents. Stone Ward dubbed these women “Chief Health Officers” or CHOs.
Read on to see how this striking campaign connects with women at every life stage, positioning Baptist Health as their trusted health care partner.