Many healthcare clients would have been afraid to go with this campaign for fear of offending patients or physicians. This client was the underdog in the market and couldn’t afford to be invisible. That said, they also couldn’t afford to be gratuitous.
The solution was a series of posters placed in the exam rooms of the hospital’s primary care physicians to generate referrals to Monroe’s clinical specialists. Together with versions for sleep disorders and digestive diseases, the campaign had a significant impact on patient traffic.
My job as creative director and co-writer was to ensure the concepts spoke to the unmet needs of the audience, and positioned the hospital as credible. But like all marketing communications, job one was grab attention. Market share followed.