St. Vincent is one of Indiana’s oldest and largest health care systems. It’s also one of Well Done’s longest-standing clients. In the mid-2000’s, St. Vincent’s ad agency, Caperion (formerly St. Claire Group) contracted Well Done Marketing to produce all of the creative work for St. Vincent. Over the next several years, we produced countless St. Vincent print ads, TV spots, radio spots, outdoor, and more. We also worked directly with St. Vincent to develop an online strategy that involved the development of various microsites targeting niche audiences. We continue to maintain those sites today.
What We Did
When we started working with St. Vincent, we knew they were missing out on a huge opportunity to attract an online audience hungry for health information. So we developed a content strategy that included targeted microsites focused on specific health areas (women, heart health, bariatric surgery, and more). We updated content regularly, produced podcasts and television spots to support them, and drove visitors—about 400,000 per year—to the sites. Launch 3384her.com or MyBrandNewLife.org to see more.
Spirit of Caring Website
In 2011, we launched SpiritOfCaring.org, a public-facing site that enabled St. Vincent associates to easily connect with and share the health content we were producing and to connect with each other through stories about associate accomplishments at work and in their personal lives. Launch site.
Heart and Cancer Care TV Commercials
In 2010, while Clarian Health was readying an aggressive media push for its new identity, Indiana University Health, we worked to solidify the St. Vincent brand and give the organization’s heart and cancer care its due by connecting with viewers on a deep emotional level. Despite a massive brand offensive from IU Health, St. Vincent brand preference actually grew in the areas of heart care and cancer care. The industry also recognized the campaign’s excellence: the heart spot won a Gold Addy award and a national Healthcare Marketing Association award.
ER Wait Times TV Commercial
St. Vincent asked us to write a TV spot for a new program that allows families to text 41411 to get real-time information on wait times at their Hamilton County ERs and Immediate Care Centers. Working with Caperion, we produced this animated spot that appeals to families while promoting the program in a fun and memorable way.