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.

The Challenge

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Mercy Hospital was perceived as an outdated brand that solely catered to the elderly.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.

Insight

Young women would tune out any message from Mercy because of its negative image.

The Strategy

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.

The Results

Tours for maternity services doubled within two weeks of campaign launch.

On the Air

The Most Exclusive Getaway in Miami - 60 Second Radio Spot