Advertising – Englewood Hospital & Medical Center Challenge
Hospitals need to compete for patients – much like a hotel or resort. They also need to attract top staff and referring physicians to become part of their team. How does a local hospital establish itself as the ultimate and wisest choice for both patients and referring physicians?
Strategy
Emphasize the expertise of top-ranked doctors, the personal, attentive care, award-winning nursing staff and state-of-the-art technological facilities generally available only in major metropolitan hospitals. These key factors form the foundation for ad campaigns created by Ritta to introduce the hospital’s impressive Heart & Vascular Institute; its Outpatient Center emphasizing humanistic care, and a new Family Birth Center, as well as other specialty units. Ritta created eye-catching photos, sharp headlines/copy, and added a second color swash to make the ads stand out and lead the eye right to the logo. Also emphasized were the facts that Englewood Hospital takes on the most complicated heart cases that many other hospitals turn away, and that it leads the field in bloodless surgery.
Ritta created several TV spots for Englewood Hospital that tugged at the heartstrings, featuring real patients – showing how their heart complications affected the entire family – and how Englewood made the difference.
Results
In its first year, Englewood’s new Outpatient Center treated almost 74,000 patients. The Heart & Vascular Institute has attracted top surgeons from major New York hospitals to its staff. And its ranking as one of the top New Jersey hospitals for coronary bypass surgeries generated numerous referrals from physicians throughout the region. The increase in patients and positive word-of-mouth has helped Englewood Hospital expand its services; a new state-of-the-art Birth Center opened in 2005.
