With the opening of the new children’s hospital campus that nearly doubles its size, Stanford Children's Health (SCH) and agency Hub Strategy and Communication are going big with a new integrated advertising campaign.
Boyce Mangin served as the media agency.
This is the biggest ad campaign ever launched by the healthcare company, in terms of media spend and the number of TV spots.
The media buy includes both local California-based media and national coverage, spanning TV, podcasts, out-of-home, transit takeovers, print and digital.
As part of its first-ever sponsored content partnership with The New York Times and The Atlantic, SCH will introduce podcast ads, print spreads in their publications, digital takeovers of portions of their sites with banner ads, and in most cases, the publications will debut custom, interactive content directly with SCH.
“We thought partnering with some of these larger publications would get the SCH Hospital campaign the reach that they needed for a campaign such as this,” says an agency spokesperson.
Although the primary target for the campaign are parents and families in the Bay Area with children under 18 or expecting/planning to have kids, the campaign is also attempting reach a broader thought leadership audience to tap referring physicians, hospital administrators and community leaders.
The creative is designed to answer the question: “How do you build the best children’s
hospital in the world?” by highlighting some of its amenities, including hybrid suites so surgeries and medical imaging can be done in the same room.
The new building is one of the world’s most technologically advanced, environmentally sustainable and family-friendly children’s hospitals.