Overview
The Cleveland Clinic, a world-renowned medical center, is often perceived as a place for highly specialized care, which, while true, overlooks the full spectrum of services they offer for everyday health needs. To address this, we launched two impactful campaigns: For Every Care in the World and Hands You Trust. These campaigns were designed to reposition Cleveland Clinic as a healthcare partner for the local community, emphasizing their broad range of care services.
Hands You Trust
This campaign focused on building trust between Cleveland Clinic and the community it serves. The display ads were designed to resonate with the audience by emphasizing the reliability and expertise of Cleveland Clinic’s healthcare providers.
For Every Care in the World
This campaign aimed to connect Cleveland Clinic with the local community by showcasing real patients and clinicians. The display ads were crafted to reflect the authenticity and empathy behind the patient experience, aligning with the campaign’s television ads that highlighted Cleveland Clinic’s comprehensive care.
Campaign Goals
- Increase Local Awareness: Position Cleveland Clinic as a healthcare provider that caters to all medical needs, not just specialized cases.
- Enhance Message Recall: Ensure that the campaigns leave a lasting impression on the target audience, improving recall of Cleveland Clinic’s services.
- Strengthen Community Trust: Build stronger connections with the local community by highlighting the genuine care provided by Cleveland Clinic.
Results
Both campaigns were recognized for their effectiveness, receiving accolades at the Healthcare Advertising Awards. The For Every Care in the World campaign, in particular, was honored with a “gold” award for its ability to authentically portray patient experiences and elevate awareness of Cleveland Clinic’s full range of services. The online display ads I developed played a crucial role in driving engagement, contributing to the overall success of the campaigns.