Children’s Specialized Hospital

« Back to “Work” Overview traditional
[image]

» see the work

Insights

What do you do if you’re a leading provider of inpatient and outpatient care for children (birth to 21 years old) facing special health challenges, but not many in your target market know it? That was the situation Children’s Specialized Hospital faced . . . and exactly what we were charged with helping to reverse.

Ideas

Our research with parents, patients and caregivers revealed a unique point of distinction: Children’s Specialized Hospital partners with everyone in a patient’s family to develop an individualized treatment plan . . . and stays with you for the long road ahead. A theme we leveraged for our integrated campaign to build awareness for the breadth of rehab, outpatient and inpatient services this highly ranked hospital offers with the following:

  • TV commercials – which included broadcasting on cable and local TV outlets
  • Radio spots – that featured a mix of three (3) :30 and 15: spots to air on NJ radio stations
  • Digital banner ads – that were displayed on Pandora, WebMD and TubeMogul and drove traffic to the TV commercial or the hospital’s website
  • OOH – which utilized both digital and traditional billboards in geo-targeted areas
  • Print ads – were tailored to key audiences to run in Parents Magazine, Family Fun and American Baby. Spanish version ads also ran in El Diario La Prensa to appeal to Spanish-speaking targets

Impact

Initial results for the campaign show that it is successfully increasing awareness for Children’s Specialized Hospital.

  • 8.6 million total impressions – from digital tactics on Pandora, TubeMogul and WebMD
  • Incredible 81.51 percent average video completion rate – which far exceeds the industry benchmark of 32%, proves that people watched our commercial . . . and got the message