TV spots

Effective Campaign Features Kids as Fighting Champions

Shira Pollard, PR & Marketing Manager, VCU Health System

“Nothing triggers an emotional reaction like watching someone trying to resist it. There’s a kids’ game in which the object is to stare at all the other kids and try to make one of them laugh while they resist. Trying not to laugh usually ended with an explosion of giggles all around,” notes veteran copywriter Read More

“What Goes On in That New Building?” VCU Health Offers a Soft-Sell Explanation with Equal Parts Nostalgia, Induced Guilt, and Romantic Playfulness

Susan Dubuque ndp

// By Peter Hochstein // Can simple charm compete for share-of-mind in a hot health care marketplace? Yes, if the charm is really charming enough. Here’s how it works in Richmond, Virginia. This probably isn’t the first time you’ve seen a bicycle treated so callously. It stands in a dusty garage, surrounded by other carelessly Read More

Expressions of Rage? Or Inspirational Pep Talks? Whatever You Call Them, Hospital Ads with an Aggressive Stance Could Make Your Market Sit Up and Take Notice

Brad Fixler, vice president of marketing at University of Colorado Health

Notable Health Care Advertising // By Peter Hochstein // Fighting words and images may be just the thing some hospitals need to break through the miasma of inattention. In an upcoming issue of this publication, a fellow contributor, James A. Gardner, will write about a campaign for the Canadian pediatric hospital, Sick Kids. The campaign Read More

What Can Negativity Do for Your Advertising? At the University of Rochester Medical Center, Talking About “The Bad Stuff” Is Doing Lots of Good

Peter Hochstein

Notable Health Care Advertising // By Peter Hochstein // Here’s a powerful technique for building emotion into your advertising. If you dare to use it. Advertisers in almost any business — and the advertising agencies that service them — usually hate negativity. They look for emphasis on the upbeat. They like to portray, as the Read More

Getting Emotional — In an Understated Way — Helps a Hospital with a Good, Strong Reputation Stand Up to Another Hospital with a Good, Strong Reputation

Peter Hochstein

How do you stand out in the crowd — especially when your #1 competitor is a world-famous brand? Pamela Maas, Gundersen’s chief business development and marketing officer, was able to overcome this challenge. “It seemed like so many systems in health care were looking and feeling exactly the same,” she says. “We recognized that brand positioning was really about building an emotional connection with consumers.” In Peter’s latest column, we’ll see how a new campaign triggered a deluge of fan mail — accolades from patients who had been touched by Gundersen staff members.