Best Direct-To-Consumer: Large Hospital, Gold Award

The primary objectives of Clarion’s campaign were to increase consumer awareness of the Clarian West breast care program and drive consumers to schedule a mammogram at the Clarian West Breast Care & Research Center. Its symbolic target was a 40-year-old Caucasian female who was a wife and mother of two children and who loved to entertain family and friends. The message focused on the program’s key capabilities of providing diagnostic results within 72 hours of discovery and linking patients to Indiana University’s research and clinical trials without them having to leave the West Side of Indianapolis.

“Because of our target’s passion for entertaining, we knew she would immediately recognize and keep a good recipe. The campaign not only presented Clarian West’s breast care program as a recipe for incredible breast health but also gave her appetizer, dessert, and spa mask recipes that could be used when she next entertained her friends,” the team wrote in its submission essay. “By providing her with something useful to her everyday life, we were able to keep our message in her hands-and out of the trash-for a longer period of time.

Campaign pieces included outdoor, print, and die-cut direct mail of, for example, a woman’s face wearing a spa mask and cucumbers over her eyes. A recipe for the spa mask was printed on the other side.

“I love the idea of creative that is something the consumer is going to want to keep,” said one of our judges. “It’s one small way to help cut through the clutter.”

Before the campaign, the hospital typically performed about 215 mammograms per month. At the peak of the campaign, that number had increased 67%.

-Gienna Shaw, excerpted from Hospital Campaigns That Work, 2007 ed.