Historically, SACH was not widely known as a technologically advanced medical facility. According to market research, the hospital is better known for its quality and personalized care. When the hospital added an expansive mix of technology, it offered the perfect opportunity to tout the marriage of quality care, advanced technology, and skilled hands.
The campaign was designed to secure the hospital’s position in the minds of the community as the top choice for quality, technologically advanced healthcare. A key objective is to convey the innovative strengths of the new technologies and life-changing procedures, while pairing them with the hospital’s tradition of noteworthy hands-on patient care. By promoting both technology and people – See the power of advanced technology. Believe in the people who use it to change lives – a memorable combination speaks to the hospital’s goal of maintaining the highest level of care by employing the latest technology coupled with the best people.SOLUTION:
The use of striking images of everyday folks and the reveal of an x-ray of different parts of the body make it easy for a layperson to understand exactly what type of technology is showcased – “technology brought to life.” The use of bright, progressive colors against a mostly black backdrop reinforces the innovative, technological theme and establishes a striking color palette for the rest of the campaign. The ‘See’ and ‘Believe’ are prominent in each piece of the campaign allowing for a constant reminder of the campaign message and greater recognition of the brand.
The 'See Believe' approach has strong potential for long-term application. Not only can it be adjusted and molded to different trends and needs, but it also illustrates, with equal strength and poignancy, the various programs, services, and people of the hospital as evidenced by the Doctor’s Day and Volunteer recognition ads. The message translates well in most marketing mediums; from outdoor to print to digital, there are no limitations to where ‘See Believe’ can take the hospital’s marketing presence.RESULTS:
Patient traffic in both the Heart Center and the Gamma Knife Center has increased. One patient even walked in with the Gamma Knife See Believe newspaper ad in hand. Additionally, a number of MRI referrals have been tracked to the campaign. Further, almost daily, hospital administrators receive accolades from community partners and physicians indicating that this added layer of credibility reflects well on all concerned.