As the largest healthcare provider in Maryland and the Washington, D.C., region, MedStar’s 10 hospitals, the MedStar Health Research Institute, MedStar Medical Group, and their other programs and services are recognized regionally and nationally for excellence in medical care. AB&C was challenged to develop brand commercials that appropriately reflect the system’s mix of community hospitals and academic medical centers, while also promoting key service lines. We also learned that after two successful MedStar Health brand campaigns, we saw a significant increase in brand awareness, but also that the individual hospital awareness in Baltimore was dropping.
Based on our long-term relationship with MedStar Health, we knew that it was important to develop materials that appropriately reflect each of MedStar’s very different markets. We also know that existing in a very competitive market requires a campaign that highlights key differentiators and cuts through the clutter. The 2016 MedStar brand campaign highlighted a day in a life at MedStar hospitals. In Baltimore, AB&C developed five hospital-specific spots as well as an overall Baltimore brand spot. The individual hospital spots highlighted each hospital’s key service lines and featured their staff and physicians, whereas the brand spot highlighted an integrated health system where doctors work together to provide patients with the best possible care. In Washington, D.C., it was important to highlight specific service lines and demonstrate the advanced level of care at the academic medical centers. These television commercials were supported with a digital, print and transit campaign.
The AB&C team coordinated with MedStar’s corporate and hospital-based marketing team to aggressively shoot eight commercials in five days. The team was in and out of emergency departments, operating rooms, treatment rooms and hospital hallways—all to capture the activity, culture and energy at each site.