MERCY HEALTH NEUROSCIENCE INSTITUTE
advertising
connecting communities to life-saving, life-changing neurological care.
THE CLIENT
Mercy Health – Toledo is a seven-hospital health system serving more than 20 counties in northwest Ohio and southeast Michigan as a part of Mercy Health, Ohio’s largest nonprofit healthcare system. A mainstay in the region since founding Toledo’s first hospital in 1885, Mercy Health strives to extend the healing ministry of Jesus by improving the health of its communities.
THE CHALLENGE
When the Neuroscience Institute at Mercy Health – Toledo added a renowned neurologist and a new mobile stroke unit to its already expansive offerings in the treatment of complex brain and spine disorders, Mercy Health knew it was ready to promote its leadership and expertise in this service line. A fully integrated advertising campaign incorporating television, print, outdoor, and digital was required to drive awareness and preference for Mercy Health in the region.
THE SOLUTION
When LaineGabriel thought about the science behind the service line and our goal of uniting people with care, one word came to mind: connections. Because just like the nervous system makes connections between brain and body, we wanted to make connections between patients and the neurological experts at Mercy Health.
With a messaging hierarchy developed to highlight Mercy Health’s technology, breadth of service, and compassionate brand, we took the concept into two :30 television spots — one that focused on the mobile stroke unit and the other addressing chronic back pain.
Extending the concept into supporting print, billboards and social media drove messaging for three key areas of neurological care: stroke, back pain, and aneurysm, while a new visual interpretation of the Mercy Health brand ribbons united awareness about symptoms with awareness for the Neuroscience Institute.
Additionally, we designed a brochure specifically for primary care physicians to educate them about the capabilities of the Neuroscience Institute and increase referrals.
THE RESULT
After a five-month run, the campaign generated results in web traffic, neurological procedures, and stroke awareness.
And in the community, residents became aware of the quality neurological care available in their own neighborhoods — including one of only four mobile stroke units in the entire nation.
“So glad people are finally learning about this. It is awesome to have this kind of care in our community!!”
