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Real people, real viewers, real advertisements
Healthcare Strategist Trend Watch, June 29, 2007
In a departure from slick, prepackaged advertising campaigns, one hospital system is replacing actors with real patients and staff members. The spots feature doctors and nurses with current and former patients to elicit a more emotional response.
Akron General Medical Center's two new television ads, part of its "Never Underestimate the Power of Trust" campaign, feature real people at real locations throughout Greater Akron. According to the Akron Beacon Journal, the ads promote the hospital's new Health and Wellness Center.
Community landmarks are used in the advertisements to illustrate the effectiveness of the center. For example, the estimated two million people that were served by the center last year would fill Canal Park 220 times, or Blossom Music Center 102 times.
According to TNS Media Intelligence, yearly advertising by hospitals, clinics, and medical centers increased from $709.2 million to $1.2 billion between 2002 and 2006. Akron General spent $280,000 of its $1.5 million advertising budget on this campaign.
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