Advertising Showcase: Penn Medicine Princeton Medical Center’s “Get Back to Being You” Campaign
Each month, the Strategic Health Care Marketing Advertising Showcase features challenges, tactics, and outcomes of a multimedia advertising campaign, offering strategic and creative insights from some of the nation’s leading hospitals, health systems, and health-related organizations.
Penn Medicine Princeton Health
Spine Services Campaign
PLATINUM WINNER
Opportunity
In spring 2022, Penn Medicine Princeton Medical Center (PMC) received the Joint Commission’s Gold Seal of Approval for spine surgery. The award coincided with the official launch of the new Center for Spine Care at PMC and kicked off the “Get Back to Being You” campaign.
Planning
The marketing team interviewed the directors of spine services at PMC, reviewed statistics about spine conditions, and looked at marketing campaigns for spine services produced by other hospitals. They also analyzed patient encounter data to define the target audience and hone messaging.
Implementation
Carol Norris-Smith, entity marketing officer, Penn Medicine Princeton Health
The “Get Back to Being You” campaign was designed to generate awareness of the new Center for Spine Care at PMC and recognition by the Joint Commission, while also growing the number of patients choosing the center for their spine care needs.
“Our goal was to speak directly to individuals who were missing out on their favorite activities due to back or neck pain,” says Carol Norris. “The team worked hard to choose the words and images to convey to each person that their life really can be better — and we can help them get there.”
Read on to see all the creative that supported Penn Medicine Princeton Medical Center’s award-winning spine services campaign.