The first new television advertising campaign in more than 10 years from Scripps Health features ads with compelling and dramatic twists to the traditional approach to patient stories.
The ad campaign positions Scripps as the provider of lifesaving and life-changing heart, cancer and trauma care by showcasing the dramatic stories of three real patients and survivors. In addition to television, the new campaign includes print ads, outdoor, online advertising and social media. The campaign’s first television commercial will debut in San Diego as part of a local media buy to air during the Super Bowl, Feb. 3.
Three 30-second spots offer the new Scripps campaign theme, “where greater things happen”. They each feature a “before and after” approach of weekend athletes — a cyclist, a surfer and a kayaker — who have suffered life-threatening illness or injury, but are now back to doing the things they enjoy most, thanks to Scripps.
“If we want to feature the lifesaving care Scripps provides, our patients say it best,” said Don Stanziano, Scripps corporate vice president of marketing and communications. “Through this integrated marketing campaign, we use the patients’ voices and give their stories of recovery and a return to a life they love a wider audience.”
The campaign was created by DeVito/Verdi West the West Coast office of the award-winning New York advertising agency DeVito/Verdi.
The print ads take a serious tone by telling the stories of several of these patients’ recoveries, as well as introducing new ones. Social media efforts will include a play on the “Where greater things happen” theme, in which patient stories relating to Scripps’ outstanding care and innovations are told and shared.
The print ads will run in a number of San Diego publications, and the TV commercials will air in San Diego on local news programs, morning talk shows, Sunday morning news shows, primetime network shows and select special programs, such as the NCAA basketball tournament and the Academy Awards, in addition to the Super Bowl. A package advertising buy made local spots on these highly viewed programs more accessible to Scripps.
“Scripps is a truly amazing institution that does amazing things every day. This body of work is designed to bring Scripps all the credit it deserves among prospective patients as well as referring physicians and other influencers in the health care decision process,” said Alan Brown, director of DeVito/Verdi West.