Lindsay, Stone & Briggs Turns Health Care Advertising on Its Head
New Marshfield Clinic TV All about Living Well
MADISON, Wis. - A new TV campaign for Marshfield Clinic, one of the largest
group medical practices in the nation, upends traditional health care
advertising. The ads from Madison, Wisconsin-based Lindsay, Stone & Briggs
(LSB) connect the ultimate benefit of health care - the ability to live a rich
full life - with memorable moments.
The three executions feature an unforgettable moment between a father and his
young son on a lake, a once-in-a-lifetime split at a bowling alley, and the
spoils of wearing a "kiss the cook" apron at the barbeque.
The campaign, running in select Wisconsin markets, is vastly different from
typical health care advertising that focuses on failing health or on a health care
institution's recent "best of" award.
"We set out to create ads that make you feel good when you watch them," said
Bill Winchester, LSB's VP/Creative Director. "In most health care advertising,
the benefit of health care is that it takes you from sick to well. In this campaign,
the ultimate benefit of health care is being well and enjoying life. We want
people to feel good when they interact with the Marshfield Clinic brand."
"LSB's creative work is fantastic," said Al Chaney, Marshfield Clinic Director
of Marketing. "We were looking for a fresh and relevant approach to
communicating with our health care consumers. We leveraged our extensive market
research to develop this campaign that positions Marshfield Clinic as the
health care provider that offers patients the best opportunity to live a rich,
full life. These ads deliver the positive message."
"We found out people don't really like health care advertising, so in these ads
you have no idea it's a health care message until the end," noted Winchester.
"Up until the payoff, all you know is that you feel good watching them."
The TV campaign will be followed by print and outdoor executions.
Lindsay, Stone & Briggs is a
marketing communications agency specializing in brand-based consumer insights
and their strategic and creative application. Marketers from the Fortune 100 to
strong regional brands hire LSB to tackle their toughest challenges because of
our cutting-edge approach and effective solutions.
The Marshfield Clinic system consists of 41 patient care, research and
education facilities in northern, central and western Wisconsin, making it one
of the largest comprehensive medical systems in the United States.
CREDITS:
Client: Marshfield Clinic
Copywriter: Lee Schmidt
Agency / Location: Lindsay, Stone & Briggs / Madison, Wis.
Agency Producer: Faith Williams
Creative Director: Bill Winchester
Director: Mike Neleson
Art Director: Mike Bass
Production: Crossroads Films / Los Angeles Butcher Edit
Music/Sound Design: Pixel Farm Music
