When you can choose the hospital
Hospitals also want to promote their services—after all, there are situations in which people can carefully choose which hospital to go to: when a birth is imminent, for example. But how do you make a lasting impression amid all the stress of preparing for it?
In its new birth campaign, Bülach Hospital highlights the services that give expectant parents the security they need and places them under the motto "True closeness".
True closeness
On the one hand, the motto refers to the spatial proximity as a regional hospital - after all, things often suddenly have to happen quickly. On the other hand, it also refers to the competence with regard to possible complications, where nothing is left to chance. And last but not least, the motto refers to the feeling of being taken care of during these very intense, life-changing hours and days.
Attention and memorability
"The biggest challenge was to find subjects that would stick even in the greatest preparation stress - and make the services of Bülach Hospital quite explicit," says Urban Fetz, the responsible consultant at the Partner & Partner agency. The head of communications at Bülach Hospital, Thomas Langholz, is very pleased with the result: "Attention and memorability were really key: We would like to introduce ourselves to expectant parents in the Zurich Unterland region and in other countries close to the border - they will then be happy to tell others about their good experiences during their birth."
Long runtime on many channels
The campaign will be seen after Easter in two waves until June: As posters, hanging boxes, on bushels, and of course on paid social, as display ads and search ads. The advertising media refer to a central online address. All motifs were realized with hospital employees; the baby was also born in Bülach Hospital.
The campaign was developed together with Andreas Hornung and Partner & Partner and published in collaboration with Ace2Ace and Netpulse. "We are pleased about the smooth and goal-oriented cooperation and are excited about the reactions," says Thomas Langholz.
Responsible at Bülach Hospital: Thomas Langholz (Head of Communications and Marketing), Barbara Pavone and Carmen Schmid (Marketing Communications); Andreas Hornung (Campaign Idea and Text); Dominik Baur (Photography). Responsible at Partner & Partner: Urban Fetz (overall responsibility), Benno Maggi (strategy), Lea Züllig (art direction), Michelle Honegger (consulting/project management). Responsible at Ace2Ace: Florian Zimmermann (Media OOH). Responsible at Netpulse: Gina Ochsner (Media Digital).
