>>>View the full Rex UNC Health Care Prostate Ad
Picture this: Flipping through a magazine, you come across a hospital ad featuring a portrait of an older woman. At first glance there's nothing out of the ordinary—the text describes the hospital's best technological equipment and drivers readers to a campaign landing page.
You're about to turn to the next page when your eyes do a double-take on the headline: Save Her from Prostate Cancer.
Chances are you're not going to flip that page until you read more.
That's the strategy Rex UNC Health Care was betting on with its latest prostate cancer campaign, which ran September through December 2013. The 665-bed Raleigh, NC, hospital created the campaign in response to a new, competitive threat entering the market.
"We wanted to educate the target audience in Wake County about the importance of having your prostate checked," says Dana Harris, the hospital's marketing communications manager. "It was important to solidify Rex's brand as having access to the largest array of treatment services and in the area.
So Rex teamed with Richmond, VA-based agency Neathawk Dubuque & Packett to create an attention-grabbing campaign geared, not toward the patient, but toward the traditional healthcare decision makers—women.