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Copper’s first work for Oakwood Healthcare System focuses on specific patient benefits and employs the tag, “Oakwood. De signed around you.”
The Kalamazoo, Mich., agency’s estimated $4 million TV, print and outdoor campaign breaks April 1. TV will run on spot cable in southeastern Michigan on various channels.
The agency sought to avoid two common healthcare ad models in its spots—the heart-tugging story and the scare tactic, said Dean Gemmell, Copper managing partner and creative director.
The shop’s research indicated consumers can’t really measure the clinical quality of their healthcare but do have opinions about how they were treated—for example, how long they had to wait for a doctor or procedure, said Jim Rohr back, Copper managing partner and strategic planner.
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