NEW YORK, Oct. 18 /PRNewswire/ -- In laying claim to its "The power to heal" positioning, Abington Memorial Hospital could have shown impressive shots of an advanced surgical room, or a cadre of serious surgeons poised to put their expertise to work in its latest television ads. Instead, the suburban Philadelphia hospital focused on those who benefited most from its expertise: individuals who survived a near-fatal condition.
Three different commercials use slow-tempo visuals of individuals engaged in play or solitary thought, with an accompanying narration that sounds akin to the start of a person's obituary. The twist is that the death part of the notice has yet to be written.
In one, a man and his dog look out at the ocean from the shore as the voiceover intones: "Michael Jones, beloved husband and father, born March 1, 1958; didn't die April 13, 2010." The viewer goes on to learn that doctors at Abington Memorial performed a minimally invasive treatment of a brain aneurysm that helped save his life. The spot concludes with: "Michael Jones: Living proof of the power to heal."
A second spot shows a woman pushing her child on a swing in the distance beneath a lone oak tree. Once again, this beloved wife and mother didn't die on a certain date because doctors at Abington were able to treat a rare form of cervical cancer, while preserving her uterus and her ability to bear children. The commercial concludes with "Beth and Tyler Dougherty: Living proof of the power to heal."
"Our previous campaign was able to break through the healthcare advertising clutter in Philadelphia. We wanted to raise the bar even further this time," said Beth Ann Neill, director of public relations and marketing at Abington Memorial Hospital. "We believe that emotional messages resonate with consumers and our data indicate significant recall about our campaigns. In a heavy media market, we consider that successful."
To see the entire ad campaign, click on the following link:
The campaign, created by the New York ad agency DeVito/Verdi, is the latest effort by the Philadelphia area hospital to set itself apart from its suburban competitors and more favorably compare it to its larger, downtown competitors. The campaign is a continuation of the award-winning work that has substantially raised Abington's profile.
Previous television and radio commercials have helped forge a strong identity with the public, and have been awarded some of the highest accolades for creativity and effectiveness. Last year alone, the campaign was recognized by numerous advertising and healthcare marketing panels, and went on to win dozens of awards at such annual shows as the Clio Healthcare Awards, the Healthcare Advertising Awards, the ADDY Awards, the National Retail Federation's RACIE Awards and the Aster Awards.
"It was important for us to show poignant examples of those whose lives have been saved by an innovative approach or an advanced treatment from the surgeons at Abington," said Ellis Verdi, president of DeVito/Verdi. "Remarkable personal stories will always resonate much more than any other approach you can take in communicating a hospital's success."
The commercials began airing this week throughout the Philadelphia area.
DeVito/Verdi, a privately held company, has been recognized as one of the most exceptional creative agencies in the industry. Its lengthy list of industry awards includes the top prizes at the Clios, Radio Mercury, Cannes, Andy, Addy and One Show award ceremonies.
DeVito/Verdi, which has been voted "Best Agency" six times over the last 12 years by the AAAA, has created some of the most memorable ad campaigns of the past 20 years. DeVito/Verdi strives for excellence and maintains a unique level of prestige within the advertising industry, as evidenced by its work for such clients as The National Association of Broadcasters, Sony, Canon, Kohl's, BMW, Daffy's, Meijer, Esquire Magazine, Men's Wearhouse, TimeOut Magazine, Grey Goose Vodka, Mount Sinai Medical Center, Duane Reade Drug Stores, EPC Cigar Co., eCampus, SteinMart, Reebok, Hotwire.com, Office Depot, Legal Sea Foods, Massachusetts General Hospital, Appleton Rums, Dressbarn, Pepsi/SOBE, Corazon Tequila, Empire Kosher Chicken, Acura, CarMax, Sports Authority, For Eyes Optical and others. For more information on DeVito/Verdi, visit www.devitoverdi.com.
About Abington Memorial Hospital
Abington Memorial Hospital is an independent 665-bed, non-profit, acute care teaching hospital with a medical staff of more than 1,100 physicians and 5,700 employees. These professionals provide medical care and health services to residents of Bucks, Montgomery and Philadelphia counties. A regional provider, Abington Memorial Hospital has the only Level II accredited trauma center in Montgomery County and offers highly specialized services in cardiac care, cancer care, geriatrics, neurosurgery, orthopedics and maternal child health. For more information about Abington Memorial Hospital, visit www.amh.org.
SOURCE Abington Memorial Hospital