Holy Name Medical Center and agency Barker are attempting to pivot away from more somber-toned healthcare marketing ads by highlighting individuals’ real-life stories. This is the first work for the 361-bed acute care facility by the New York-based ad agency.
The creative retells actual cases, including a cancer survivor and new mother, as a platform to showcase the institution's ability to provide positive experiences.
“Healthcare should be about the patients, and the level of care they receive, so we are happy to help showcase these amazing real life stories of people overcoming their health obstacles thanks to Holy Name in a positive, emotional and vibrant way," says John Barker, Chief Idea Officer, Barker.
The "This Place is Different" creative, which features lines like “This is What a New Lease on Life Looks Like,” and “This is What Three Years Cancer Free Looks Like,” runs across social, digital, local billboards and print in New Jersey, as well as on the Holy Name microsite. Barker also handled media buying and planning.
"It was time to revive our image, an idea completely embraced by the medical center's administration," says a Holy Name spokesperson. "We know the care we provide differentiates us in this market and we now have a campaign that speaks to that without using the same tired, stale language and images hospitals and health systems have been clinging to for years."