Often hospitals want the opportunity to educate patients about the services provided by a particular department. Advertorials provide a unique opportunity to present potential patients with information that could be part of an editorial, however it gives them control over the wording and visuals that are key to the presentation. In order to support The Sleep Center at Doctors Community Hospital’s drowsy driver awareness initiative, BHC developed an advertorial that ran in Good Housekeeping and Redbook that was both informative and visually striking.
In order to increase Doctors Regional Cancer Center patient volume, BHC developed an ad specifically targeting the referring physician market, running in an industry-specific publication and including relevant information to physicians.
In order to grab the attention of community residents and educate them about the comprehensive spine care services available at Howard County General Hospital, BHC developed a vibrant kiosk design that featured a compelling visual and copy that would be simple and direct enough to catch the attention of hurried shoppers at The Mall in Columbia.
As part of the marketing effort to launch Spine Team Maryland at Doctors Community Hospital, BHC developed an eye-catching design that featured the tagline “The Pain Stops Here.” This award-winning design was adapted to work in print advertising that was geared both to patients and to physician referral sources as well as a billboard.
In order to increase Metropolitan Medical Specialists patient volume, BHC developed two different ads to highlight aspects of this internal medicine, geriatric and family medicine practice. One ad featured two of the female physicians in the practice to highlight the well-women care provided by the group; this ad was run in select local print publications as well as print outlets targeted directly to women in the practice’s service area. The second ad featured a photo of the entire practice and highlighted the ease with which patients are seen as well as the wide array of services provided; this ad also ran in select local print publications.
In order to educate community residents about the impressive awards that Howard County General Hospital won and the excellent health care available within in the county, BHC developed a series of road sign ads that visually illustrated the proximity to top-quality health care services. These ads were published in the local print publications as well as adapted for kiosks that ran in The Mall in Columbia.
To educate potential parents and encourage enrollment numbers, BHC developed school advertising that highlighted upcoming admissions events as well as key information that potential parents would need. The ads, which are part of an award-winning marketing effort to launch the school, were published in local print publications.
To help target the largest demographic of the patient population for the Joslin Diabetes Center affiliate at Doctors Community Hospital, BHC developed advertising that pulled on the center’s success rate. Featuring the stories and praise from real patients, these ads—part of an award-winning marketing campaign to increase the center’s patient volume—were published in select local print publications. These ads were also adapted for physician-only audiences to encourage referrals to the center.
As part of a multi-prong approach to educate community residents about the Howard County General Hospital physician referral service as well as physicians on staff who were accepting new patients, BHC developed an ad with a compelling graphic and straightforward tagline. This ad was adapted to run in local print publications, on kiosks in The Mall in Columbia, and on bus tails throughout the county.
In order to reach potential employees in specific fields, BHC developed a recruitment ad for Howard County General Hospital that related to the recruitment theme for the year. In addition to researching the appropriate advertising outlet, BHC worked with the director of Human Relations to ensure that the copy addresses key positions available and employee benefits. These ads ran in both print and online recruitment outlets.