Case Study: A Humorous Advertising Campaign Is the Best Medicine for Broward Health

Peter Hochstein

“Sickness, pain, and mortality, the matters that hospitals deal with, are pretty grim stuff. Yet every so often, hospitals find an opportunity to do humorous ads. And while this can raise eyebrows, it also can raise awareness and patient traffic,” notes SHCM writer and master copywriter Peter Hochstein.

“[One] success story worth exploring is a TV spot for joint replacement surgery, which is part of a much larger hospital branding campaign for Broward Health. Broward is a Florida hospital system with four campuses, five hospitals including a children’s hospital, and a total of 1,700 licensed beds.

“The spot for its joint center featured men and women, most of them either seniors or middle-aged, setting off alarms as they passed through an airport metal detector, agilely wriggling and dancing their way past flustered security guards.

“Beber Silverstein Group, the Miami ad agency that created the spot, crowed that it was ‘the most successful campaign in at least 15 years, according to Broward Health. Meticulous tracking showed a 10-percent increase in brand recognition, a 20-percent increase in joint replacements, and an amazing 300-percent increase in call volume for orthopedic referrals.'”

For all the details, check out the full story now: A Campaign for Broward Health Has Patients Laughing All the Way to the Operating Room

Best regards,
Matt Humphrey
President