In advertising, there’s nothing like grabbing people’s attention with something a little bit different. When we began work on the campaign for the first Baptist Medical Plaza in Broward County, we knew we had to do something out of the ordinary. After all, Baptist is no ordinary healthcare provider; it’s the largest faith-based, not-for-profit healthcare organization in the region, and just as it treats its patients with care, we had to do the same with its brand.
While the whole of Miami-Dade County is familiar with Baptist Health and its logo, Broward County is not, so it was like starting from scratch. The campaign had to be educational and inform consumers of the top-quality urgent care and diagnostic imaging they could receive at a Baptist Medical Plaza. As well as this, we had to familiarize consumers with the Baptist pineapple logo, a symbol of hospitality and one they could begin to trust.
The 360 degree campaign began by introducing the pineapple in small teaser ads on consecutive pages of community publications and then went on to full page ads, a pay-per-click campaign, banner ads, mall signage, a series of direct mail postcards, outdoor billboards, sponsorship of various community events and a grand opening health fair.
To further illustrate and encourage community involvement at the health fair, we enlisted the help of ‘adbikes’. For miles around, cyclists rode around Coral Springs on bicycles with integrated A-frame signage that carried graphics of big white pineapples and invited families to the health fair for free health screenings and family fun.
The riders wore branded t-shirts, were briefed to answer questions about the event and the plaza itself, and also handed out flyers. The eye-catching mobile billboards delivered high-impact impressions at a relatively low cost. And the best part? This unconventional community advertising is environmentally friendly and promotes health and fitness. This was healthcare marketing with a different spin.
With more plazas planned to open throughout Broward in 2010, Broward County certainly has something to be excited about. For more information about the new plaza, please visit www.BaptistHealthBroward.com.