NORTHSIDE HOSPITAL

Print, digital, video & radio

NORTHSIDE HOSPITAL

We helped launch the Northside Hospital Cancer Institute with a traditional media campaign of TV, radio, print and outdoor.

CASE
STUDY

Situation

The objective of the Northside Hospital advertising campaign was to create and promote a clear, powerful brand image for the newly renamed Northside Hospital Cancer Institute (NHCI). Launched in January 2012, the two-year “Where the Extraordinary

Happens Every Day” advertising campaign positioned NHCI as offering clinical excellence on par with academic-based programs along with the personalized and attentive care typically associated with a community hospital.

Approach

Creative Outhouse first prepared a competitive analysis and market overview. We then developed a brand strategy. Our objectives were twofold: (1) to embrace Northside’s current image as a “friendly” community hospital, and (2) to position NHCI as a regional leader in cancer care. The NHCI campaign, “Where the

Extraordinary Happens Every Day,” tells the story of patients overcoming cancer and going on to get the most out of life. TV, print and online advertisements used energetic and colorful visuals to support these positive transitions and establish the Northside brand.

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Results

• Northside Hospital outperformed all other Georgia hospitals and hospital systems by advertising recall of a cancer treatment service line for the period the campaign has run, according to the National Research Corporation.

• The campaign moved the Northside Hospital Cancer Institute from a #3 to #2 preferred cancer care provider in the market in just one year according to a National Research Corporation survey.

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