New MHS Ad Campaign Debuts April 22
Introducing The Meaning of Care 3.0
John M. Fraser
President & CEO
Methodist Health System
The Meaning of Care is the brand promise that we make every day to every patient that ours is a culture of caring, medical excellence and innovation. The Meaning of Care is also, quite intentionally, the name of our highly successful and cost-effective advertising campaign.
I am pleased to announce that the latest edition of our ad campaign, known in-house as TMOC 3.0, debuts on April 22. I would like to share an advance look at the new ads, together with insight into the strategic significance of the campaign and background into what makes TMOC 3.0 truly exceptional.
Impact of Telling Our Story
We have had a year of strong financial success with record volumes and record market share — but we cannot become complacent. Advertising done well is an essential tool to help increase awareness, preference, market share and profitability in a competitive marketplace.
Even as our competitors outspend us many times over on advertising, we keep widening our lead in key measures of advertising effectiveness. According to the Professional Research Corporation, Methodist Hospital remains #1 in our market for both “Top of Mind Recall” and “Most Preferred Hospital.” To see at a glance how we outpace those in second place, click here for "Most Preferred" and here for "Top of Mind."
By continuing to tell our story, we reinforce our brand for maximum value, impact and return on strategic investments throughout Methodist Health System.
TMOC 3.0: Three Is a Charm
This is the third consecutive year we have refreshed and expanded our campaign, and TMOC 3.0 illustrates that three is, indeed, a charm. You will see exciting new images of care and caring presented at an even higher caliber quality than before.
New this year, the creative force behind our commercials is director Ben Drickey, whose Torchwerks video content creation team has captured the essence of who we are and what we do, powerfully reinforcing and building upon our Meaning of Care brand message.
Adding to the charmed nature of this ad campaign is a special guest member of the Torchwerks team. Acclaimed cinematographer Mauro Fiore, winner of the Academy Award for Best Cinematography for the sci-fi epic "Avatar," shot our new TV commercials.
New Ads Enhance Strong Campaign
The TMOC 3.0 campaign has evolved in exceptionally creative and cost-effective ways to build upon and integrate with earlier ads spotlighting our cancer care, cardiovascular care, primary care, 192 Dodge campus, neonatal intensive care, surgical services and women’s services.
Our new television commercials will debut April 22 with coordinated radio, outdoor, print and online ads:
- SYSTEMNESS: We have been caring for the people of Nebraska and Iowa for 120+ years with the remarkable strength and synergy of our hospitals, clinics and staff. You will see three versions of this commercial, each spotlighting one of our MHS hospitals.
- BIRTH SERVICES: Families make Methodist #1 in birth services for very good reasons.
“Moneyball Marketing”: Winning Big with the Smallest Budget
Hallmarks of Methodist’s approach to advertising include creative excellence, innovation and fiscal prudence. We showcase our own outstanding health care providers and facilities, not paid actors on a sound stage. We choose high-tech digital video over more costly film.
We know how to win big with the fewest dollars, and our 2012 Meaning of Care campaign delivered outstanding results with a zero percent budget variance.
I congratulate Stephen Zubrod, Corporate Vice President of MHS Marketing, for continuing to break new ground; Anderson Partners, the advertising agency that conceived and produces our TMOC campaigns; MHS Marketing Account Managers Jenni Stoll, Tanya Patry and Amy Anderson; and the entire Marketing team for enabling us to bring the Meaning of Care to life in our publications, media relations and other marketing endeavors all year long.
I applaud the physicians, nurses and employees who have shared their time and considerable talents in making our commercials authentic and compelling.
Most of all, I thank you, the members of the Methodist Health System family, for delivering on our brand promise. You make this campaign possible with your care and caring.
Thank you for all you do to make Methodist the Meaning of Care.
To preview our new television commercials, click here.
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