Scott & White Health System

Facing new competition from big-time, out-of-town health monoliths, NYLCare and Columbia, Scott & White Health System came to us looking for increased recognition and mind share in their market. We put together a campaign that reminded their audience that Scott & White was no Johnny-come-lately outsider, but had been a real part of their community for over 100 years.

From this thinking sprang our creative strategy, and a support line: "Because, we live here, too." We'd portray Scott & White not as some health care giant, but as a neighbor - maybe even a friend.

The lead element of the campaign was a 60-second TV commercial. In the spot, children's performances at a spelling bee hinted at what each child would grow up to be. The copy read, "We often learn what we're good at, long before we know it. But no matter what you grew up to be, we'll be there to help keep you healthy. Because we live here, too." In the final scene, as the voiceover finishes, a young girl, identified as a future news anchor, freezes when asked to spell "Articulate." When the spot ran during a local newscast, the anchors came out of the commercial break by mimicking the young girl's behavior on camera.

Just like that a big health system ceased being a cold scary place, and became a neighbor who didn't take themselves too seriously and could even make you laugh. (Unusual for a health system, don't you think?) The spot was talked about on the street and in the press. And it got more response than anything they'd ever done previously. In fact, when surveyed a year later, advertising recall for Scott & White rose 11%, while awareness and preference numbers were also up - a big deal considering all of their competition's figures went down.

View the "Spelling Bee" television commercial: