• by Les Luchter , August 21, 2024

“There’s a place where innovation is more than a goal,” says a :60 brand spot for a New Jersey healthcare system. “It’s a religion.”

“Fear doesn’t have a prayer,” the spot continues, in a place “where caring can only be described as devotion, and every soul receives our sole attention.”

Sounds like hyperbole, but it makes sense when you learn the commercial is for faith-based Holy Name, a Catholic healthcare system in Bergen County.

The tag line: “Great Medicine. Soul Purpose.”

Created by Eastport Holdings’ 9Rooftops Health, Holy Name’s new agency of record, the campaign includes local cable with a heavy focus on prime time and daytime, out-of-home with billboards and ads in local train stations, print publications, connected TV, online video, display ads, social media, native ads, paid search, and in-hospital.

One billboard shows three angelic-looking babies with the text, “Angel Sightings Daily.”

Overall, the campaign’s content emphasizes Holy Name’s “commitment to humanism in medicine…while showcasing its leading-edge clinical expertise and innovation,” according to the agency.

The aforementioned spot focuses on Holy Name staff caring for patients, with a brief appearance by a priest.

No priest, though, shows up in another :60, specifically about cancer care, in which viewers are told that “cancer may be a word, but it doesn’t have to be a sentence” because “when you’re surrounded by this much skill, fear doesn’t have a prayer.” 

In addition to cancer, other condition-specific ads in the campaign focus on bariatrics, multiple sclerosis, women's health and wound care.

More focused targeting is aimed around those conditions with the goal of increasing patient volume for each, the agency tells Marketing Daily, while the general brand campaign is designed to reach a broad target group to drive overall awareness, recall and image.

The campaign will run through Q1 2025, with extensions to come starting in October as Holy Name begins celebrating its 100th anniversary, which occurs in 2025.