News
Mangan Holcomb Partners Launches “We Believe” Campaign
for Our Lady of the Lake Regional Medical Center
Campaign Highlights Faith-based Organizational Culture of Medical Center
LITTLE ROCK, Ark. (Oct. 16, 2008) – When it comes to healthcare marketing, Mangan Holcomb Partners has a long record of success. The Arkansas advertising firm continues to produce powerful campaigns for several regional healthcare clients, recently launching a major multimedia campaign for Our Lady of the Lake Regional Medical Center in Baton Rouge, La., that establishes its identity as a faith-based organization whose employees “believe” in the mission of healing.
Our Lady of the Lake engaged Mangan Holcomb to help re-establish its leading position in the highly competitive Baton Rouge healthcare market, where competition has intensified due to the growth of the area following Hurricane Katrina. The new campaign informs the growing community of how the medical center is different and why it is the best in the area.
The “We Believe” campaign relies on that single, powerful phrase to illustrate the unifying belief system of Our Lady of the Lake’s employees, which sets the medical center apart from other healthcare facilities in the market. The campaign uses television, print and outdoor creative executions, along with in-hospital merchandising, to deliver the message.
“Faith-based messaging can be a challenge to create,” said Chip Culpepper, principal and creative director at Mangan Holcomb Partners. “We want to represent the core beliefs of the organization, but you also have to remember that you are talking to a broad public audience. It’s a delicate balance. We had to show consumers how they will benefit from the strong, unifying belief system at Our Lady of the Lake.”
The agency first conducted a competitive review of healthcare facilities in the market and supplemented that information with specialized research methodology, which engages employees in a discussion about the organization. The end result is that, when identifying itself in the community, the organization’s image will resonate with the sincere attitude of its employees. The participation of representative employees builds trust and solidarity in the workplace environment. The techniques we use enable Mangan Holcomb Partners to capture the essence of Our Lady of the Lake’s culture and mission from the voices of those within it, which shaped the development of the branding campaign.
“What we learned was that, because of the faith-based nature of the medical center, employees view their work as a calling and ministry as much as a job,” said David Rainwater, principal at Mangan Holcomb Partners and the Our Lady of the Lake account supervisor. “The essence of Our Lady of the Lake is one of serving the spiritual, emotional and physical needs of patients and their families.”
The spirit of Our Lady of the Lake is truly captured and communicated through the “We Believe” message, as evidenced by the text in one of the print ads:
We Believe that love can be found in unexpected places. At Our Lady of the Lake Regional Medical Center, we believe that love is at the heart of everything we do. From preparing meals for our patients and guests to offering directions or even holding open an elevator door – these are all expressions of compassion and love. We believe that we were put here for a reason: to care for others, in all that we do. You can believe in Our Lady of the Lake.
“By creating powerful ‘product’ messages, we can speak clearly to the overall campaign message,” said Culpepper. “It is the core of who they are at Our Lady of the Lake Regional Medical Center. They want you to be better, they feel for you, and they’ve got the tools and caring compassion to treat you.”
Mangan Holcomb’s creative team used hospital employees, not actors, in the television spots, print ads and billboard designs, helping to reinforce the emotional impact of the campaign platform.
“The campaign messages are based on actual interviews with real medical center employees,” Rainwater said. “This gives the hospital the opportunity to tell the community, through their own people, what is important to the organization, what their beliefs are and what motivates them to provide the best healthcare in the market.”
The agency used unique and progressive production techniques in developing the TV spots. With an agency based in Little Rock, a Baton Rouge-based production company, a crew predominantly from New Orleans, a director from Los Angeles and a composer in Minnesota, the editing and production of the “We Believe” television spots was a testament to modern times and technology.
“The director, composer and I all collaborated online to complete editing through a web portal at the production house,” Culpepper said. “The technology has reached the point that we had a true, real-time opportunity to collaborate with everyone and keep the project moving. It was just like being in the same room with each other.”
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