Womens Services Campaign
We overcame prejudice against an older brand by promoting its top-of-the-line OB services with a blind, teaser campaign.
About the Client
Mercy Hospital is a longtime Miami institution. HCA, the nation’s largest provider of healthcare services, has breathed new life into the hospital after acquiring it recently.
Overcome a negative image to promote OB services
Mercy Hospital was perceived as an outdated brand that solely catered to the elderly. The reality, however, was far different: Mercy was one of the best places to have a baby in the entire region, boasting excellent outcomes, top-tier technology, luxurious private rooms and beautiful, waterfront views.
Young women would tune out any message from Mercy because of its negative image.
A “blind, teaser” campaign
In billboard, print and direct mail, we ran a “blind, teaser” campaign touting Mercy’s maternity services in the style of a luxurious resort. The ads directed women to visit a website—MyFirstClassDelivery.com—for more information and to sign up for a tour. Once the visitor landed on the website, we revealed the Mercy brand.
Tours for maternity services doubled within two weeks of campaign launch.
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