How about one that is still going strong three years after its launch, one that truly differentiates itself from others in an overly crowded marketplace? Well, the Cleveland Clinic has done this with its ‘unadorned facts’ ad campaign.
The campaign breaks away from traditional healthcare advertising, bringing instead a unique and distinctive approach to communicating with the consumer.
This isn’t surprising, as more hospitals and clinics are trying to break through the clutter. A recent MedCity News article about the highly successful campaign stated “in the first six months of 2011, advertising by American hospitals, clinics and medical centers rose 20 percent to $717 million.”
MedCity News asked recognized health branding experts to give their opinions on the campaign, including HBG’s CEO and Founder, Jeffrey Nemetz.
In the article, Nemetz raises a very important point about the holistic aspect of advertising, the foundation for a truly successful ad campaign. The ad campaign must align with all touchpoints within the hospital delivery system. Ultimately, it’s all about the patient experience.
So before you develop your next ad campaign, think about all touchpoints in which your intended audience will experience your brand; make sure they align and tell the right story. Because if you don’t, it won’t matter how different your campaign is.
This is good way to promote advertise. It will be helpful for every business.
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Posted by: Mark Clark | 01/10/2012 at 04:11 AM