Breast Cancer Awareness Campaign

Open Heart at SOMC Campaign


Background:

SOMC had undergone a five year process to put open heart in place. This process involved telling the stories of heart services as they came on-line. SOMC had added key heart physicians and had just completed a $200 million addition to the facility which included a new wing dedicated to heart and vascular services – featuring the addition of open heart capabilities.

Challenge:

In the months just prior to the opening of open heart services at SOMC Robbie helped his client announce new additions to the facility: emergency department, surgery suites and a new main entry and lobby.

The open heart announcement campaign required a differentiated look, feel, theme and "line" that set it apart from all previous efforts.

KemperConnection:

Robbie developed a creative theme to best tell the emotional and important story of new Open Heart services. He chose to film in the new working heart services environment, and to do the featured interviews using a universal patient room as a “sound studio.”

Robbie Kemper adapted quickly to an opportunity and set up a sound/filming studio in one of the new universal bed patient rooms. He worked closely with his key crew and staff to also film in the lobby, testing, cath lab and patient corridors to show the entire story of the new facility.

KemperConnect Solution:

Robbie chose the path of letting the SOMC staff tell the personal story of “Im at the heart of my community’s care.”

The two new heart physicians plus several key heart nurses and techs were chosen by the client to participate.

Rather than a bricks and mortar creative approach, Robbie blended scenes of the new facility with heartfelt stories of frontline caregivers. This let the emotional human element shine through while delivering the key message: Open Heart Now Open At SOMC.

Results:

The campaign launch was very strong with heavy broadcast and electronic media.

Patient and family satisfaction survey results are in the 99th %, Robbie is currently assessing next steps leveraging the emotional aspect of the family dynamic in healthcare marketing.

At the first interval of 13 weeks, Robbie and his team will evaluate media reach and frequency and review consumer perception with focus groups.