Peninsula Regional Medical Center (PRMC) is the largest healthcare center in the DelMarVa region at nearly 300 beds. Since 1897, PRMC has won hundreds of honors and awards and has grown to over 3,000 physicians who treat 500,000 patients every year. Recently, PRMC moved all of its breast related services out of the hospital and to the Peninsula Breast Center. The organization wanted to develop a series of 30-second spots to connect with community members and promote the innovative health center.
Initially, 522 worked alongside the organization to develop a 30-second spot for a six month flight. The spot supplemented a print campaign and used similar aesthetics to ensure the brand was consistent. The slogan for the campaign is “be treated like a lady” so the spot will have to match this feminine theme. Pink font and a female voice-over artist will be used in addition to the photos provided by PRMC. The words “warmth, compassion, respect, dignity, courtesy and kindness” will drive the piece and have a lasting impression on the viewer.
The Breast Center at PRMC has all the latest technology, but that was not the most distinguishing factor during the campaign. Instead, PRMC wanted to focus on the experience that a patient has at the Breast Center. Therefore, the spot focused on the person who gave them a warm blanket instead of the cutting-edge technology used for treatments.
The 30-second spot aired for several months on local and regional broadcast television channels. The spot effectively supported the print campaign and helped the organization launch the move of the Breast Center.