What I learned from this work may be interesting for all hospital marketers. It was a bit of a breakthrough. It reminds me of many years ago when we took the incessant institutional/big organization tone of voice that was so typical and did real case histories with emotional impact for Mount Sinai — told everyone at the agency that was thinking of ideas that a hospital is a public service—‘make me feel that’. Many other hospitals started to do the same thing.
These Rush ideas showed me a new way to communicate a statistical accolade. They attempt to humanize and make it meaningful. If the accolade is competitive, make the competitive point. If it’s about survival rates, make the point. The stat is simply the supporting information. We believe that this approach will change the way stats are used in the future. Currently, most hospitals lead with the accolade in the headline and evidence shows it isn’t so effective.
Finally, It’s simply not enough to master how and where messages are delivered and disregard how it’s said, especially on the non-retail, reputation side of communications where the impact of the message has to remain top of mind.
All of this requires a great client. Thanks to Rush University Medical Center!
#creativitymatters
Executive Vice President, COO, Health Industry Leader at Cronin | CT Advertising Agency | Brand Growth Strategy | Integrated Marketing Communications | Insights-led Growth Acceleration
1wVery proud of our Cronin team! Well done!