You won't find any sterile-looking hospital rooms or physicians in white coats in Nemours Children's Health System's latest round of TV spots. In fact, many of the 20- and 30-second videos don't feature the hospital or its staff at all. Instead they focus on healthy, happy children singing into a hairbrush, playing baseball, and dancing to the beat of their own drum.
"We created these TV and online ads to help our communities get to know us better and the breadth of services we provide," says Gina Altieri, vice president of corporate services for the Orlando, FL-based health system.
"Our organization is growing and changing quickly with more to offer families. While we're proud of our hospitals and the level of care we provide when families need it most, Nemours Children's Health System offers not only the specialty care that is the hallmark of the Nemours brand, but also primary care, prevention, and children's health education online."
Working with Orlando creative agency Fry Hammond Barr, the Nemours marketing team crafted a creative strategy that would highlight its key market differentiators—namely its high quality of care and exceptional patient experience.
"We wanted to grab the audiences' attention with human experiences they can relate to and that make them smile, while also increasing awareness and understanding of how Nemours provides a healthcare experience that adds to healing and comfort for the entire family," Altieri says.