The Work
St. Vincent Health System
What It's Like
St. Vincent Health System, under new leadership and with a massive building project under way (the first major construction on the flagship hospital’s campus since the 1970s), determined that the time was right to reinvigorate its image.
One problem: nobody really WANTS to be hospitalized. It’s a frightening prospect – especially if you’re not a medical professional and don’t work in a clinical environment – and if you do, it can become so ordinary that you might not notice how frightening it can be to outsiders.
Mangan Holcomb’s solution: show and tell people, step by step, what it’s like to (a) have chronic pain, (b) undergo a heart procedure, and (c) be hospitalized – all, of course, with a St. Vincent twist. Real surgeons, nurses and other health professionals tell it like it is, and real patients punctuate the message by reinforcing that what was said, indeed, was what it was like for them.
“What It’s Like” launched in the central Arkansas market in February 2008. Recent research shows that the campaign now boasts the highest advertising recall in the market – increasing from 26 to 40 percent since 2008 – making it the most recognized healthcare campaign in St. Vincent’s primary service area.
Put the power of ideas to work for you! To learn more, email Sharon Tallach Vogelpohl.
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CAMPAIGN AWARDS
Healthcare Marketing Report
- Merit, Television Ad/Series
- Gold, Billboard Design Services
- Silver, Emergency Service Line Campaign
- Diamond Award, Special Visuals/Outdoor
- Excellence Award, Print
- Excellence Award, Television
- Judges' Merit Award, Total Campaign
- Prism Award, Print Special Advertising