Question

Topic: Advertising/PR

Promo. Campaign For Short-term Rehab To Home Pgm.

Posted by Anonymous on 3/18/2010 at 6:22 PM ET 250 Points
I am working to come up with a promotional campaign for our short-term rehabilitation program called Pathways. This is a program within a nursing home aimed at attracting people to come for a course of rehabilitation following a hospitalization. Our program specializes in getting people better so they can return home. Our slogan is "paving the way to recovery". We are looking for a campaign that we can use in direct mail, print and possibly radio advertising. I want create the picture of getting people back to their "normal" life rather than a clinical we do great therapy angle that many of our competitors use. I am open to any suggestions.
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RESPONSES

  • Posted on 3/18/2010 at 8:19 PM Moderator
    Suggestion #1: Get a professional creative team to work on the project. Prepare a very tight Creative Brief and hold them to it.

    This is not the sort of thing that you're going to be able to do well on your own. If you don't have an agency, find a creative team who is willing to take on smaller projects.

    You can try posting a project on the Hire an Expert section of this site. See "Post a Project" in the column at the right.
  • Posted by Jay Hamilton-Roth on 3/19/2010 at 9:15 AM Member
    By doing direct mail, print, and possibly radio you're not targeting narrowly enough. Why not target the local hospital case managers (who recommend next steps), physical therapists (if the rehab is more than they can do), etc.?
  • Posted by marketbase on 3/19/2010 at 10:08 AM Accepted
    Agree that a creative team would be helpful; but have an idea to get them/you started:

    Themes for consideration:

    Helping Hands to Get You Back Home
    or
    Helping Hands to Get You Back Into Your Regular Routine
    or
    Making Your Way Back Home With Our Helping Hands...

    Best of luck,
    jag
    MarketBase

  • Posted on 3/22/2010 at 10:37 PM Author
    This is for anadvertisibng campaign. We obviously already focus our marketing and relationship building efforts with hospital discharge planners, physicians, therapists, et.... We are attempting to promote our specialized program to the community as our competitor has copied our program and is heavily promoting this.
  • Posted by rjohnni on 3/23/2010 at 9:08 AM Accepted
    Why don;t use the normalcy, than clinical by claiming:

    GET BACK TO LIFE.

    Visuals of lots of smiling faces creating your logo, Pathways!

    ThnQ,

    RJ
  • Posted on 3/23/2010 at 11:28 PM Author
    rjohnni,
    I love it...just the sort of simple idea I was looking for. Sometimes it is just staring you in the face!
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