The 2013 TV campaign would consist of four 30-second TV commercials—one branding and three service line spots. The Contrast Creative team joined forces with the GW Hospital in October 2012 to begin plotting, planning and developing ideas. It’s something we’ve done together before quite successfully with former campaigns capturing a long list of industry awards, but more importantly than this, our combined efforts have produced consistent measurable results by delivering patients to GW Hospital.
Not ones to rest on past wins, our team skipped the obvious and challenged each other to achieve something uniquely unexpected yet exactly appealing and effective in a competitive market place.
A tagline is a powerful phrase that identifies your business by capturing the essence or soul of your mission, your promise and your brand. Some of the most influential and memorable taglines include:
- Got Milk? [California Milk Processor Board]
- Don’t Leave Home Without it. [American Express]
- Just Do It. [Nike]
- Where’s the Beef? [Wendy’s]
- You’re in Good Hands With Allstate. [Allstate]
Unfortunately, especially in healthcare it seems, the taglines being developed aren’t quite as inspired.
In fact, many of them sound the same with phrases like “healing” and “care” being repeated over and over again. “Trusted Care.” “Comforting Care.” “Total Care.” The word “Healthcare” also is a star of the show and an easy tagline grab.
It was with this knowledge that the Contrast writing team entered the fray. We offered up a list of options. Here are some in no particular order of appeal:
- Your Partner in Life’s Journey
- Historic. Proven. Trusted.
- All Roads Lead to GW.
- Experience Brilliance
These are just the tip of the tagline iceberg. But none seemed quite right. And in a never say die environment, we forged on seeking something with that special something.
And then, finally, it emerged. It arrived without a lot of fanfare and gathered steam. It was simple, succinct and powerful.
GW Hospital.
Defining Medicine.
It’s a strong statement. Our idea was that when you Google searched the definition of the word (great) “Medicine,” the first result would be The George Washington University Hospital. The word “Defining” is an action verb. When you are “defining” something, you are trailblazing forward with a vigorous momentum. GW Hospital is not just setting the course for the future, they’re on the pathway courageously clearing obstacles and revealing unimagined possibilities, advances and interventions.
With this in mind, GW’s new TV campaign was conceived, produced and recently launched. The campaign is uniquely unexpected just as we planned with a tagline that not only elevates GW’s brand message from mundane to memorable, but also builds public awareness and defines and separates GW Hospital from all others. It’s this brand affinity or personal connection to the brand that helps accelerate the building of consumer loyalty and, ultimately, will boost GW’s market share.