Summary
Patient preferences in healthcare are defined through research that for cancer treatment, patients gravitate toward providers with advanced technology. For cardiac care, while state-of-the-art technology is important, patients choose based on the cardiologists’ and their cardiology team’s level of training and experience thus gravitating toward a more personalized experience. As cardiac care has evolved in recent years, a greater emphasis has been placed on preventive care in addition to diagnosis and treatments. What began as internal statement, "we 
your ," the public facing communication developed into the REASONS campaign.
In identifying REASONS, we chose four; two that were very common (Enjoying Grandparenting, Experiencing a child’s wedding); two that were more specific to activities of the region (Hiking, Fishing). Messaging led with the specific REASON, followed by attributes of Mary Washington’s capabilities and commitment to improved heart health. Messaging concluded with a Call-to-Action. A complete compliment of media was used to include outdoor, print, radio, video, internet banner ads and e-blasts, and MWHC intranet. A follows-up campaign included references to cardiologists now part of the MWHC heart care team.
Capabilities
- Digital
- Media Planning
- Video
Objective
As in most healthcare advertising, creative content has become a well-worn path throughout the industry. To avoid a “me too” theme, together with the Mary Washington Healthcare marketing team, we chose to make cardiac care personal to the individual with the theme “What’s Your Reason?” Our objective was to remind our communities that a healthy heart allows for the enjoyment of personal experiences that are most important to them. With that lead, we were able to weave in the attributes of convenience, state-of-the-art technology and highly trained providers at Mary Washington Hospital in Fredericksburg and Stafford Hospital in Stafford, Virginia.
