• December 5, 2011

HealthONE, Denver, a network of 9 Colorado hospitals owned by Nashville, Tenn.-based HCA is doing its first unified branding effort aropund self-advocacy in hospital choice. The effort, via Cultivator Advertising &Design, Denver, comprises three TV spots in :30 and :15 formats. The ads are tagged with HealthONE’seight care services (Bariatric, Bone &Joint, Cancer, Heart, Neuro, Spine, Stroke, Women’s).

The spots feature three Coloradans, one per spot. The first is custom bamboo fly rod builder Mike Clark of South Creek, Ltd., Lyons, Colo. The second features bike frame builder Moots, of Steamboat Springs, Colo., A third spot shows on Kamilah Turner of Denver’s Cleo Parker Robinson Dance Troupe, an African-American dance company.

The campaign targets a broad range of demographics, airing on programs from Monday Night Football to "Two and a Half Men," with the cable buy geotargeted to specific hospitals. The media agency is Emico Media, Denver.