"The message is that we are here for the woman for her entire life?from having babies to all the other services they'll need as they get older," Shelley said. "It's a message that we really wanted to focus on and one we really invest our ad dollars into."
Shelley views the women's services effort as an umbrella campaign. The second leg, which launches in September, will focus on the many OBGYN practices affiliated with LMC.
"We have a number of OBGYN websites and rather than promote each individually, we promote them as a whole," he said.
This leg of the campaign will also feature physician videos.
Through the videos, "you get to know the physician as a person, which is rare," Shelley said. "How often do you get to go in and interview six doctors before you decide on one? Here you really get an idea of who they are because they get very personal and talk about why the practice medicine."
The videos are a crucial element of the campaign, because they help depict the real hospital experience.
"We use these women in the ads talking about the hospital, so it's coming from their own experience," Shelley said. "So when you come here and you've seen our TV ads or print ads or heard the radio, you're going to experience pretty much what we have portrayed."