As one of the nation’s largest essential health care systems, Eskenazi Health needed a strategic approach to highlight its capabilities as a comprehensive health system — not simply a hospital.
Hirons developed a multimedia campaign showcasing the health system’s orthopaedics, primary care and labor and delivery departments through testimonials from real patients. The campaign emphasized Eskenazi Health’s culture of inclusivity, diversity and quality of care.
To reach residents in their communities and make them aware of where health centers are located through the city, Hirons ran an extensive outdoor campaign that included digital boards, rotating poster boards and bus advertisements that showcased Eskenazi Health’s well-rounded approach to health care.
Hirons recognized that the campaign — featuring the voices of real patients sharing real stories — was well-suited to audio because it allowed listeners to hear directly from a single person, which reinforced the concept that Eskenazi sees patients as individuals. Ads ran across several streaming audio services along with radio stations throughout central Indiana.
Through a video campaign that included ads across television, streaming services and online video platforms, Hirons successfully conveyed the culture of inclusivity, diversity and quality care that Eskenazi Health can deliver. Hirons produced a series of videos that included nurses, physicians and real patients discussing their real health issues.
Hirons began by updating website graphics and copy in order to align with subsequent supplemental campaigns. While doing so, Hirons evaluated creative campaign performance across several platforms and optimized advertisements after testing messaging to see which concepts resonated strongly with audiences.
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“The TV spots are very effective. Hirons enhanced our branding tremendously. ”Steve Kidwell
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