Hospital DR Effort Seeks Patients, Donors
National Jewish Health, a specialized hospital in Denver, is launching its first national direct response space campaign to attract patients and potential donors as well as build its brand.
The medical institution devoted to respiratory, cardiovascular, immune and related disorders is also running DRTV spots and highway billboard efforts in Denver, Colorado Springs and Grand Junction, CO; and Cheyenne WY, says Mark Dimassimo, CEO and chief creative officer of Digo, the hospital’s agency.
Beginning in April, the hospital will run DR space ads in the New York Times Magazine and plans to extend this campaign to the Wall Street Journal.
“The hospital has run ads in past but they don’t have a national brand in the sense that they really haven’t advertised nationally,” says Dimassimo.
“We have always been a national institution,” says Michael Salem, M.D., president/CEO of the hospital, “Patients from around the country with respiratory, cardiovascular, immune and related diseases have come to Denver and National Jewish Health for 111 years.”
Later this year, the hospital looks to expand this campaign to such cities as Chicago and Miami.
“These are places that are both feeder markets for National Jewish Health where patients come from and also the places where important funders live,” he says.
Closer to home, NJH is running DR newspaper ads, DRTV broadcast commercials and billboards in those four Western cities as well as DR radio spots on stations appealing to persons ages 55 and over, he says.
“Obviously getting patients to the hospital is always a core goal,” he says.
The space ad features a boy with a basketball in a gym on his way to make a shot while another young boy tries to block him.
The headline reads “He’ll Never Play Again.” Below that in much smaller type, another headline reads “We Never Say Never.”
The copy reads: “At National Jewish Health, we never say never. It’s one of the reasons we’re the nation’s number one respiratory hospital. Our innovative approaches to treating respiratory and heart disorders can help you breathe easier. Don’t let severe or even mild breathing problems hold you back.”
A toll free 800 number and web address follow.
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