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Client: OhioHealth, Columbus, Ohio
Agency: Zero Base Advertising, Dublin, Ohio
Creative Director/Copywriter: Mark Hillman
Art Director: Brad Webb
Directors: Josh Taft, Kevin Bray
Healthcare advertising often tends to be formulaic and heavy-handed, but five TV spots from Zero Base Advertising for OhioHealth's recently merged Grant/Riverside Methodist Hospitals take an effective, understated approach. The message is that Grant/Riverside provides top-notch heart programs, but the spots let voiceovers communicate that message.
One 60-second spot couples a visual of an elderly man falling and being caught by outstretched arms with a voiceover of the man recounting his heart attack and recovery. "I learned there are some moments in life when you are completely and utterly helpless and all you can do is trust someone," he says. "Trust they will take care of you. Trust they are the absolute best at what they do." A superimposed tagline, "The heart care specialists," is as hard as the sell gets in these spots.
A 30-second spot also takes the patient's point of view, with an elderly woman explaining, "I need to know you'll take of me. I need to know your doctors have been down this road before. I need to know you'll be honest with me. I need to know I made the right decision." --Scott Hume

Client: Bronson Methodist Hospital, Kalamazoo, Mich.
Agency: Biggs/Gilmore Communications, Kalamazoo
Associate Creative Director: Brad Fleming
Copywriter: Andy Gould
Senior Art Director: Shelly Parkhurst
Directors: Amy Hill, Chris Reiss
In an attempt to position Bronson Methodist Hospital as a regional leader in healthcare services, Biggs/Gilmore lets the hospital's staffers speak for themselves. Four 30-second TV spots in the campaign, tagged "The people to turn to," use overlapping voiceovers provided by doctors, nurses and administrators. A succession of faces that go with the voices provides the backdrop for each spot. The aim, according to the agency, is to communicate the passion and professionalism of Bronson's people.
Outdoor boards use visuals from the TV work, but position Bronson as a facility on which other healthcare organizations rely. One board, for instance, uses a photo of a trauma surgeon featured in a TV spot called "Trauma." While the spot talks about Bronson's rating as a "Level One" trauma center, the billboard's headline positions Bronson as "the trauma center other hospitals turn to." Similarly, another TV spot looks at Bronson's Children's Hospital from the patients' point of view, while outdoor boards position it as "the children's hospital other hospitals turn to."
--Scott Hume