Pat Pujolas
Director creativo at Brokaw
Cleveland, Estados Unidos
TítuloFielder's Choice
Agencia
Campaña CoxHealth. Experts. Friends. Neighbors.
Anunciante CoxHealth
Marca Brand Campaign
PostedNoviembre 2005
Sector Empresarial Hospitales & Clínicas
Lema CoxHealth. Experts. Friends. Neighbors.
Filosofía Well, we used the facts that they are locally owned and operated, have 9,000 plus employees, and were founded in Springfield; meaning they are more vested in the community than the competition. Therefore, our strategy became: CoxHealth strives to provide clinical excellence to the community because, after all, it’s their community too.

To bring this strategy to life, we created a surprisingly simple brand image campaign for CoxHealth that eschews the typical health care approach—shots of high-tech equipment, doting doctors and smiling patients—to focus on the hospital system’s distinct community-focused mission. Shot on location around Springfield, the spots feature actual doctors in real-life roles such as Boy Scout leader and Little League coach to bolster the strong connection between clinical excellence and community roots. The campaign, which includes television, radio, print and outdoor, is punctuated with the new tag line: CoxHealth. Experts. Friends. Neighbors.
Problema Establishing a recognizable brand position in the health care market is no easy task. So we were especially challenged to differentiate our client, CoxHealth, from a competing hospital that is equal in clinical capabilities and isn’t just in the same town, Springfield, Missouri, but on the same street. What’s more, we had to find a way to unite all 63 CoxHealth entities under one brand, and use that size as an advantage.
Medio Televisión
Duración
Mercado Americas, Estados Unidos
Director artístico
Realizador
Realizador
Responsable de conceptos / redactor
Director creativo
Productor de la agencia
Montador
Productora
Montaje

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