USC has launched a new integrated advertising campaign designed to market its private hospitals to consumers.
The objectives of the marketing campaign are to create awareness of and preference for USC University Hospital and USC Norris Cancer Hospital, the two private hospitals that USC acquired from Tenet Health in April 2009. Market research indicates low awareness of the two tertiary care facilities, despite being ranked by U.S. News & World Report as two of America’s best hospitals in certain specialties.
“USC University Hospital and USC Norris Cancer Hospital are two of the best-kept secrets in Los Angeles,” said Mitchell R. Creem, chief executive officer of the hospitals. “While our physicians and clinical expertise are well known in medical circles across the country and even internationally, consumer research suggests that the greater L.A. community is largely unfamiliar with these two excellent patient care facilities. We’re making a long-term commitment to market the hospitals and to enhance USC’s reputation in key centers of excellence.”
The consumer ad campaign concept is built around the historically significant and storied two words that form the USC athletic rally cry: Fight On. The USC University Hospital and USC Norris Cancer Hospital brands reflect the existing culture of the hospitals as shaped and embodied by hospital employees and the Doctors of USC, who “fight on” every day for their patients and for the discovery of the next medical breakthrough.
Unlike other hospital advertising currently seen in the market, USC’s campaign features real moments in health care shown through documentary-style photography of USC physicians and staff as they treat and care for patients. The campaign was created by Swanson Russell, an Omaha-based advertising agency specializing in health care marketing.
“The creative campaign was tested with consumers from the L.A. metro area before launch and the positive response was overwhelming,” said Jane Brust, associate senior vice president of USC Health Sciences Public Relations and Marketing. “Consumers told us that the campaign is extremely compelling and that the ads give them a positive opinion of the hospitals. The Fight On tagline tested especially well; it made a strong emotional connection with consumers relative to the way they think about their own health.”
Elements of the mass media campaign for the hospitals include:
� out-of-home billboards and wallscapes, which will be seen in locations throughout the Los Angeles metropolitan area and Orange County. A high-impact ad display will be featured in Los Angeles’ Union Station beginning at launch and continuing through January
� radio spots in an initial six-month term on 14 radio stations throughout the L.A. listening area
� digital banner ads promoting the hospitals and key service lines on WebMD and LATimes.com
� brand print ads in the Los Angeles Times and local newspapers throughout Los Angeles and Orange counties
� online paid and organic search promotion through Google Adwords and Google, Yahoo and Bing search engines.
In addition to hospital brand image advertising, four service lines will be featured in the first six months of the campaign: bariatrics, cardiovascular, urology/prostate cancer and breast cancer. Radio, print and digital advertising will be used to create awareness and drive response to these services.