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I HAVE A RIGHT: TO MAINTAIN SHARE, EVEN IF A COMPETITOR IS MOVING INTO MY MARKET |
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PROBLEM |
| The Riley Hospital for Children was about to attach their name to a new Clarian North hospital opening up less than five miles from St.Vincent Children’s Hospital’s front door. Something needed to be done to not only build a brand preference, but to show that this hospital was unlike any other in that it was built for, and all about children – not just a name attached to a regular old “grown up” hospital. |
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SOLUTION |
| A “bill of rights” had been developed for the hospital when it first opened, and that bill of rights was leveraged with the ensuing campaign to help set the hospital apart from Riley. With cute kids voicing their rights in the TV spot, including an adorable, curly-haired 4 year old with her “I have a white to cry” exclamation. |
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RESULT |
| The creative received an overwhelming positive response and to-date the emergency department at St.Vincet’s Children’s has yet to see any erosion in admissions since Riley opened. The hospital was so proud of the work that when the Colts went to the Super Bowl they had a version of the spot shot just for that occasion. |
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RELATED LINKS |
| PublicisIndianapolis.com Healthcare Expertise Healthcare Case Studies |
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PUBLICIS INDIANAPOLIS / 317.639.5135 / 200 S. MERIDIAN STREET #500 / INDIANAPOLIS, INDIANA 46225 |
