Portsmouth Regional Hospital desired to “step up” the organization’s presence and build their distinction as performing the most advanced medical techniques and surgeries in their region. Wilson & Gould, the hospital’s agency-of-record, enlisted the special expertise of STA to do extensive research and meet with department heads and surgical team leaders and then come up with a broadcast strategy. STA conceived and scripted three commercials, each focusing on advances from three different surgical areas. STA also created a separate, combined brand message that aired on Public Broadcasting TV (PBS). Awareness and perceptual research conducted pre and post airing the campaign showed a whopping 14% increase in top-of-mind awareness/recall and a 27% increase in perception of hospital quality for those who saw the ads. Click here to view one of the commercials.
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