One of the nation’s premier orthopedics and sports medicine groups was not being differentiated and supported in the marketplace. Advertising efforts were decentralized with no messaging consistency, and professional sports partnerships were not being leveraged for any brand value.
Develop an integrated campaign with a consumer benefit focus that would position Doctors Hospital as the ultimate supporter of a healthy, active South Florida lifestyle. Mass-reach elements would communicate the consumer benefits, while deeper elements would showcase the expertise and personalities of the phsycians and staff.
Emotional drivers and imagery with the “absence of sports”, were used to drive consumers to “Get Back to What You Love”. We created integrated campaign that spoke to active audiences and cultures by reminding them that no one knows their sports and lifestyles better than Doctors Hospital. The campaign was leveraged across mass media outlets, events, activations, social media, specialty clubs and groups. The campaign was also uniquely leveraged across professional sports partnerships within arena/stadium venues for the NBA’s Miami Heat, NFL’s Miami Dolphins, NHL’s Florida Panthers, ING Miami Marathon, and other professional and collegiate sports entities throughout the South Florida region.