Client Showcase: Tips on Conveying a High Tech Image

When Littleton Adventist Hospital installed one of the first 13-second Stat Scanners in the country, they asked us to incorporate this message into a series of ads that helped position their emergency center as high tech. By mixing a re-enactment with a brief description of how the equipment benefits their patients, the ad depicts how the hospital is leading the way in bringing innovative technologies to the community.
It's not always easy to convey a "high tech" message in health care. Here are some tips:
  1. Don't include visuals that are unsettling for consumers. By and large, people don't want to see themselves in typical health care settings—having procedures done, blood drawn, surgery or tests.
  2. If you are promoting technology, make sure to make the prevailing message one of how it benefits the consumers. Most people don't want to hear about the bells and whistles of a new piece of technology, but are interested in what it can do for their condition or disease.
  3. Engage the power of story. Real stories or possible scenarios, told in language people can understand, are almost always effective.

Health care organizations sometimes err on the side of conveying too much technical information, or too much of the softer side. Either one has its risk. We recommend balancing these messages, and making sure that you look at them from an "outside" perspective.

Do you see examples of hospitals that are positioned as high or low tech? High or low "touch"?

Client Showcase: ER Radio Spot: Five Tips to Better Radio Creative

We developed a radio spot for this Colorado hospital that wanted to communicate a message about their emergency center’s Level 2 trauma designation. Because most consumers don’t know what this designation means, we used fictional dialogue to help them understand what it would mean to them in an emergency.

Radio can be a valuable part of your media mix, but make sure your creative works. Use this simple test to determine if yours does:

  1. Get the audience's attention with the opening line. This makes them decide whether they want to tune to your message—or tune out.

  2. Keep it simple. Resist the urge to try to convey too much, and stick to one key message for your ad.

  3. Know your audience. Speak to things they care about.

  4. Translate. Don’t expect consumers to know your lingo. Use language they understand.

  5. Repeat. Repetition is essential if you want to saturate your market with your message.


Client Showcase: "Cardiac Fulfillment Center" Radio Ad

Calling to schedule your heart attack? We'll be glad to help you. When Yakima Valley Memorial Hospital asked CMBell to come up with creative that was unexpected, we developed this cardiac radio ad that deploys humor to arrest the attention of the listener. But stay tuned, and you'll find out that Memorial is the hospital to turn to if you want to stay away from heart disease—and out of the hospital.