Objective: We want to introduce Fairfield Medical Center to the central Ohio market. The ad should be directed to females, ages 45 and older. We want to show people that the experience they receive at Fairfield Medical Center is unlike any other healthcare facility. The way that we treat our patients, their loved ones and each other, along with providing elite level healthcare, is what makes Fairfield Medical Center a destination selection when seeking care. It is important to us that the messages are delivered from a patient perspective.
Video Objective: Filming of the caring campaign, will consist of capturing the hospital services, staff, and environment with a clean and vibrant look and a empathetic and emotionally connecting feel. Leaving the viewer with the insight of expertise of the staff, but also with a deeper sense of connection to Fairfield Medical Center. To stay consistent with the print campaign already created, Clum Creative will walk the path with actual patients, get testimonials and experiences and re-create special moments that happened during their stay at the hospital. The :15 second piece will be a straight to the point introductory spot that will be informative with great shot showcasing hospital and staff. The :30 spot will be service driven to showcase all of the services provided by the hospital (Cancer, Vascular, Maternity, Cardio, etc...). The :60 second spot will be story driven, as well as consist of some of the services offered. Ideally since our focus is 45 plus, we target the proper former patient that has a story that the target audience can relate to and connect with, while eliciting an emotional response. (We will most likely capture up to 3 stories, giving Fairfield a chance to create additional social media pieces, or have a variety of :60's that they can place).
:60 Concept: Older woman with a white background, she begins discussing a moment she had experienced at Fairfield. "and on this spring day my granddaughter was playing outside, and suddenly had an asthma attack, I quickly brought her into the ER. And the staff instantly knew there was an issue. The Doctor we met with took there time with her, spoke to her gently with confidence and assured us they'd care for her. At the end of the visit, they gave us all the information we needed to key an eye on our little princess. Straight to the camera, I'll always choose Fairfield Medical Center, because they care." Faded in end graphic (Graphic of Hospital and location & contact info) & VO, "Caring for this community for over 100 years).