BIG PICTURE
Swedish Covenant Hospital needed a new approach. Although well known in their Chicago neighborhood, they were facing increased competition from larger medical centers planning aggressive expansion. They turned to Remedy for help creating a brand position that would make a compelling case for consumers to choose them. At the heart of our solution was a unique strategy only they could own, and lots of yellow ink.
THE STRATEGY
Remedy’s first step was an extensive research phase, including interviews with hospital leadership, and employee and consumer focus groups to get a handle on how both audiences perceived the brand. Synthesizing our findings, we developed a positioning platform that leveraged Swedish Covenant Hospital’s unique focus on healing — an approach informed in part by their stature as the first Chicago hospital to adopt the innovative Planetree philosophy.
THE CONCEPT
Brand strategy in place, we set about making Swedish Covenant Hospital’s focus on healing intriguing to consumers. Our campaign engaged the audience with a simple question: “What makes you feel better?” Across the campaign, we featured many of the hospital’s unique comforts that promote healing, such as visits from therapy dogs, live musicians, laughter yoga, and bread and cookies baked fresh daily on every floor of the hospital.
NOT YOUR EVERYDAY MIX
To reinforce the concept that the things that make us feel better are found in everyday life, our media strategy concentrated on reaching consumers in their everyday lives. The novel mix included sunflowers distributed in nearby shopping districts, a prominent vinyl on the hospital façade, bottled water sold on the hospital campus, air fresheners distributed in the hospital parking lot, and posters in hospital elevators.
HEAVY TRANSIT
Heavy transit advertising was key in reaching commuting residents. The transit tactics featured one of the most innovative aspects of the campaign: a call to action for consumers to send a text message about what makes them feel better. Swedish is the first hospital in Chicago to use text message advertising.
THE MICROSITE
Because the campaign is highly interactive, it includes an interactive destination as well. Here, consumers find responses they’ve texted through their cell phones, and ways to ‘fill in the blank’ by submitting their own photos. There are also puzzles, tips on creating a healing environment at home, and, naturally, more info on Swedish Covenant Hospital.
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