Little kids plus cartoons equals big success.

Focus groups and third-party surveys showed that preference for Banner Children’s Hospital at Banner Desert Medical Center was very low. In fact, only 14% of those surveyed preferred the hospital for pediatric care. In comparison, 37% of those surveyed preferred the freestanding, long-established competitor hospital that continued to sustain extensive advertising in the market.

The objective of this campaign was to increase overall preference and initial trial for Banner Children’s Hospital at Banner Desert Medical Center through focusing on emergency services. Banner Health enlisted a third-party research group to conduct pre- and post-campaign consumer studies to accurately measure the degree of change.

In addition to driving preference for Banner Children’s Hospital at Banner Desert Medical Center and their impressive services, technology, caring and kid-friendly staff, it was important for people to experience the hospital for themselves. Patients most frequently experience a hospital for the first time via the ER. The strategy for this campaign was to drive initial ER trial. The campaign utilized eye-catching illustration and animation, combined with emotionally compelling imagery of real children to effectively cut through the advertising clutter and attract the attention of busy parents in the marketplace. The animated style reinforced the kid-friendly message and helped visually differentiate Banner Children’s Hospital at Banner Desert Medical Center from the competition, as well as created a unique personality for the Banner Children’s brand.

The campaign ran from June through November 2007 and produced exceptional results. Preference increased from 14% in Spring 2007 to 19% in Fall 2007, which was a significant increase in only 5 months. Pediatric ED volume also increased by 9%, giving Banner Children’s Hospital at Banner Desert Medical Center an added boost.