case histories
Anyone who has been to Cooper Green Mercy Hospital understands the level of passion, dedication and heart the doctors, nurses and staff put into their work. The problem facing Jefferson County’s hospital for under- and uninsured residents was that this level of care was not being adequately communicated to the public. Enter the “Heart of the Community” campaign geared at evoking the emotions that a visit to Cooper Green Mercy can bring, as well as the commitment of staff to delivering the best health care possible.
Because the hospital has a number of Spanish-speaking patients, ads were also produced in Spanish as are the majority of creative pieces Big produces on behalf of the hospital.
Big also manages public relations for the hospital and has earned multiple positive stories, including front page placement. Such efforts are about more than increasing patient revenues. Big’s media relations management has helped to stave off budget cuts at the hospital, increased employee morale, aided in recruitment and improved the overall impression of the hospital among non-users.
The advertising and public relations efforts are also teamed with a community relations component comprised of health fairs throughout the service area. To ensure awareness about these events, Big established partnerships with 98.7 KISSFM, along with the “The Tom Joyner Morning Show’s” Take a Loved One to the Doctor Day Event, local colleges and many non-profit health advocacy groups. Even with t limited budget, Big also teamed with a promotional TV partner.
In 2005, Big introduced “Turn to us for Life”, Cooper Green Mercy’s first ad campaign in over 30 years. It focused on the qualifications and advancements the hospital had made. The natural extension of this campaign was to focus on the hospital’s commitment to the community and sense of passion.
But how do you truly show the character of these dedicated doctors and nurses outside of traditional advertising? You make them do a rap video of course.
Siemens launched a national campaign to give away a free MRI, asking hospitals nationwide to submit a video describing a need for the equipment. Viewers would vote on their favorite hospital to win the MRI.
The video link was emailed by supporters all over the state, and in under 30 days, Cooper Green Mercy’s video received 65,000 votes, 100,000 views and ranked 6th out of 101 entries. While they didn’t win an MRI, they won community affection and thousands of new supporters, who didn’t previously know the Cooper Green Mercy story.
