Tess,

There’s no need to tell you that hospitals are going to become more and more important in people’s lives as Baby Boomers age and discoveries make new things possible. Naturally, this means hospitals are becoming more competitive.

Hospitals are having to learn to look at patients as consumers. They’re having to make hospitals and doctors feel more approachable. They’re having to start marketing and advertising. Unfortunately, hospitals are something people don’t want to think about until they need them. That makes hospital advertising one of the toughest categories to create breakthrough messages for.

AT THE SAME TIME, MOST HOSPITALS ARE INEXPERIENCED IN KNOWING HOW TO TURN THEMSELVES INTO A BRAND...HOW TO SET THEMSELVES APART AND MAKE THEIR MESSAGING COMPELLING, RELEVANT AND INTERESTING TO PEOPLE. AS A RESULT, THERE'S A SAMENESS TO HOSPITAL AND MEDICAL ADVERTISING THAT PERVADES THE CATEGORY.

THEY ALL TEND TO SHOW DOCTORS IN WHITE COATS, CONCERNED NURSES, HIGH-TECH EQUIPMENT AND, ULTIMATELY, SMILING PATIENTS. THE SAD TRUTH IS THAT ON THIS PAGE YOU ARE SEEING COMMERCIALS FROM 25 DIFFERENT HOSPITALS FROM ALL ACROSS THE UNITED STATES.

THE FACT IS, YOU COULD PROBABLY TAKE ALL THESE COMMERCIALS AND SWITCH THE ANNOUNCER AUDIO FROM ONE TO THE OTHER, AND NOBODY WOULD EVEN NOTICE.

At The Observatory, our teams have spent years developing some of the most talked-about, award-winning advertising for just about any category you can name. Everything from Porsche to Spam.  We have created, and revived, brands. Now, for several years, we have been giving birth to some of the first innovative and memorable hospital and medical advertising. It has been talked about within, and copied by, the industry. Fortunately for us, the copycats don’t really understand the nuances that make this work special, or have the ability to recreate it.  The Mayo Clinic has tried to copy our HSS campaign, but they didn’t get it quite right.

We’re now looking for some new hospital clients to work with.  Take a few minutes and look at the work here, Tess.  We’re confidant you’ll see that you, and we, are on the same trajectory…to help develop those who will become the leaders of the discourse.  That’s what it’s all about, isn’t it?

Let’s chat.