Truth In Marketing
Truth In Marketing
Client: Mercy Memorial Hospital System
Agency: Vaccine Creative
Creative Director: Jim TerMarsch
Creative Supervisor / Account Executive / Writer: Ryan Poquette
CHALLENGE: Like many hospitals, the client relied on philanthropic funds and was searching for new ways to drive donations. This was particularly true in their cancer care, given that they had recently entered into a partnership for a new cancer center with two other healthcare providers.
SOLUTION: For their latest cancer annual report, we encouraged the client to expand their usual format and use a features-based approach, balancing the hard cancer registry treatment data with testimonials and short write-ups about key programs and initiatives. We adopted a more compelling horizontal format to invite interest and wrote all copy in layperson’s terms, so that potential donors would be more likely to read it. Ultimately, this report was used as a powerful fundraising tool to help drive new donations to the cancer program.