New OB / Maternity
Background:
BHHS was building an addition to the main hospital dedicated to OB / Maternity and hired Robbie Kemper to research, create, produce and oversee a grand opening and maintenance advertising campaign.
BHHS had a reputation of excellent care, but consumers also knew of the overcrowded situations that often occurred. Robbie needed to know and understand if this was an opportunity or hurdle to overcome. BHHS had a happy, but varied consumer base: i.e. the upscale “granola crowd” or those closely connected to Indiana University; the middle class residents of the Bloomington area; and finally the outlying consumers who were rural, less educated and middle to lower class. Hospital census represented that each demographic group were satisfied consumers of BHHS OB / Maternity services.
BHHS had a long tradition of delivering babies and caring for moms in a loving and personal environment. In spite of overcrowding and a less than a state of the art facility, they had a loyal consumer base of varied demographics and a team of dedicated caregivers.
Challenge:
How to find the common thread that connected BHHS services with their varied consumer base and announce and promote a “new OB at BHHS.”
KemperConnection:
Following a plan created for BHHS, Robbie Kemper interviewed front line nurses to understand the unique birthing situations they have encountered over the years. These unique requests included birthing pools in the form of plastic ponds brought into the OB by moms; candles; incense; chanting; even spiritual coaches working alongside the nurse and doctor during childbirth.
In short, Robbie discovered first hand from the stories of caregivers that - “whatever a mom wants, we try and provide her a unique and memorable birthing experience.” The Emotional Intelligence framework was beginning to take shape.
With that knowledge, Robbie then interviewed past consumers - moms who have given birth at BHHS - to hear and feel their side of the experience. In the midst of these questions Robbie asked about the “downside” of BHHS. The crowded conditions and dated look were known first hand by consumers. Robbie wanted to hear through the feelings of moms from BHHS how they imagined what "modern" birthing rooms, more space, a liberal visitors policy and a new wing dedicated to moms could enhance the birthing experience.
KemperConnect and Robbie Kemper's Recommendation:
Robbie recommended that BHHS create a theme line that exemplified the feelings already in place from both the caregivers and patient points of view. A theme line “What A Mom Wants” was developed by Robbie. This unique line cut across the demographic boundaries and connects all consumers with an singular theme for this campaign. The line emotionally recognized that any mom has needs or wants during childbirth, and that those unique needs will be met at BHHS.
We developed a series of print ads, outdoor and radio commercials to best leverage the existing media options in the region. The creative tone played off of the unique historic birthing situations at BHHS while showing the new facility and cameos of the caregivers. Robbie Kemper's approach accomplished the goals of the campaign by announcing the new OB, involving the caregivers and showing off the new bricks, mortar and technology included in the new OB wing.
What Mom Wants