Our Work | Beth Israel Deaconess Hospital-Needham

Beth Israel Deaconess Medical Center and its affiliate, Beth Israel Deaconess Hospital-Needham, was opening a new cancer center and surgical pavilion that was literally “built from the patient up.”



"Cancer Center & Surgical Pavilion"

Situation

Beth Israel Deaconess Medical Center and its affiliate, Beth Israel Deaconess Hospital-Needham, was opening a new cancer center and surgical pavilion at the Needham location.

Featuring a calming and thoughtful design, complimented by a full spectrum of cancer services, this facility offered patients and their physicians a confident, advanced and comfortable choice in cancer care.

In keeping with BIDMC’s “Human First” brand positioning, this campaign needed a respectful, sophisticated conceptual approach.

Solution

After careful review of patient focus groups data, patient input and engagement with senior leadership and physicians, Bennett Group recommend an integrated approach that involved print, radio and outdoor advertising along with direct mail and collateral.

Discovery at Bennett Group led to a distinctive creative positioning, “Built from the patient up.” This not only tied to BIDMC’s “Human First” brand essence, but exemplified what was most unique about the new cancer center and surgical pavilion — that it was designed with patient input and needs in mind.

Graphics and photography portrayed real patients and physicians, giving this campaign a sincere, authentic approach.

Results

This campaign has exceeded goals while successfully uniting corporate brand goals with affiliate goals.

  • Volume steadily increased in medical and radiation oncology.
  • Referrals from physicians has increased.
  • The campaign won accolades among leadership — and a 2015 Gold National Healthcare Advertising Award.



Discovery at Bennett Group led to a distinctive creative positioning, “Built from the patient up.”

The Campaign

PrintOutdoorRadioOnlineDirect