DALLAS, Dec. 11 They feature real patients, real stories and are now real winners. Baylor Health Care System's advertising campaign titled "Real Patients, Real Stories" won Platinum in the Best Branding Campaign from HealthLeaders Media's annual awards event held in Chicago this fall.
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Baylor teamed with the Dallas-based advertising agency Revel United, to create the non-traditional spots. The documentary-style ads feature actual patients who candidly - and without scripting -- describe their health care experiences at Baylor.
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"The campaign has been so successful because it features real patients in their own words," says Steve Tatum, vice president of marketing, Baylor Health Care System. "Viewers can connect with these spots and it shows that patients are truly at the center of all we do."
According to Revel's founding managing partner Mark Stafford, his company wanted to break through typical health care advertising to engage the audience directly and emotionally.
HealthLeaders Media selected the winning campaigns based on four criteria: How well the organization defined its objectives and strategy; how well the campaign aligned with the goals and objectives; measurement of return on investment; and finally creativity, messaging, and quality. Platinum, gold, silver, and distinction awards were given to small, medium, and large hospitals in each category for campaigns launched during 2008.
Baylor Health Care System's branding has garnered attention from other groups as well. The "Real Patients, Real Stories" ad campaign has also been selected as a finalist for the CLIO Healthcare Awards and the Baylor Health System website recently won a Gold Award at the Healthcare Internet Conference.
The entire "Real People, Real Stories" ad campaign can be found online at www.BaylorHealth.com/2008PatientStories.
About Baylor Health Care System
Baylor Health Care System is a network of hospitals, primary care and specialty care centers, rehabilitation clinics, affiliated ambulatory surgery centers and the Baylor Research Institute. One of the largest private-sector employers in Dallas/Fort Worth, Baylor employs roughly 20,000 people and has more than 4,000 physicians on its medical staffs. Baylor University Medical Center, flagship hospital of the system, is a major patient care, teaching and research center for the Southwest. For fiscal year 2008, Baylor reported $446 million in community benefit to the Texas Department of State Health Services. For more information about Baylor Health Care System, visit www.BaylorHealth.com or call 1-800-4BAYLOR.
SOURCE Baylor Health Care System
