Beber Silverstein Group recently launched a very exciting, integrated public relations and advertising campaign to announce a unique relationship between select hospitals in Florida and the only academic medical center in the area; UF&Shands.

The goal? To raise perception and share of the hospitals’ cardiac and stroke ERs.

The campaign? Very different than the creative you might expect from a hospital promoting heart and stroke emergency services.

We were involved with this project from the start. From developing the logo and everything through to the consumer launch.

We began with an internal campaign to earn buy-in from employees and referring and admitting physicians. We prepared hospital spokespeople with FAQs and other materials. Town hall meetings, direct mail, email blasts, collateral and posters were all part of the pre-launch.

Very important were the style guidelines we developed for the logo and campaign design, as each hospital needed to produce additional elements that were part of the overall campaign.

The public relations launch included B roll and press releases to trade and consumer media, editorial meetings and online hospital videos.
Coverage included important local newspapers and news websites and national coverage from the Wall St Journal, NY Times, CNBC, CNN Money and Bloomberg Business Week.

The consumer launch included a mix of local billboards, print, radio, advertorial tv and a dedicated microsite http://www.heartstrokeerspecialists.com.

There is a sameness to a lot or heart/stroke emergency room creative. We want to shake up the consumer and make them understand what really happens inside your body when a heart or stroke happens. And what the consequences are of not getting the quickest and best care.

The client was terrific and went with bold creative that we are very proud of. Click here to see all the work: http://www.thinkbsg.com.previewdns.com/heart-stroke-specialists-0