“U.S. News &
World Report” has ranked it as one of the top 10 pediatric hospitals in the country, so it’s little wonder that Children’s Hospital Colorado achieves aided brand awareness scores of
nearly 100% in in its home state.
But the hospital reports “surprisingly low” awareness in seven surrounding states.
So, in partnership with Denver-based creative agency
Sukle Advertising & Design, last week Children’s Hospital Colorado launched a patient care-focused campaign in not only Colorado, but also Kansas, Montana, Nebraska, New Mexico, South
Dakota, Utah and Wyoming.
As such, the key metric of the campaign, set to run for two to three years, will be regional awareness as measured through a Brand Health and Equity Tracker,
Sukle tells Marketing Daily.
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Campaign media includes connected TV (Netflix, Amazon Prime Video, Disney+, Hulu), digital audio (Spotify, SiriusXM, iHeart), Meta and other social media,
digital display, and digital out-of-home, including regional airports. The media agency is Chicago-based Basis.
“Life can change in an instant,” says a :30 spot, which shows a child being treated in the hospital as his mom rushes to be with him. “We’re made for the moments that change
everything. Here, it’s different.” There’s also a :60 version and a separate :30 consisting of a series of photos showing, for instance, “moments that need extra care, that keep twins close, that bring back
hope.”
New creative and messaging will be added as the campaign continues, Sukle says.
“This campaign is about more than new creative. It’s about connecting with
families in a meaningful way, helping them feel confident they’re coming to the right place for care,” Kristin Harding, vice president and chief marketing and communications Officer at
Children’s Hospital Colorado, said in a statement. “It reflects the impact our teams have on patients and families every day.”