Copper Offers Guarantees in Debut for Oakwood

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.

In one spot, a woman is shown lying on a gurney, staring up at the ceiling, as her thoughts are voiced by a narrator. “They tell you not to eat or drink anything 12 hours before surgery. It’s been 16 hours.”

The spot goes on to guarantee that at Oakwood, surgery always starts on time.

Another spot shows a restless woman who has been waiting “four or five hours” in an emergency room to be called. In her head, she is willing the nurse to say her name next. A voiceover says Oakwood guarantees that patients are seen by an ER doctor in 30 minutes or less.

Print and outdoor both take a spartan approach to graphic components, focusing on one element, such as a row of waiting room chairs or a close-up of the face of a doctor wearing a surgical mask. Print will run in local newspapers and health-oriented publications.

Copper won the business in a review in October, besting Solomon Friedman, Bloomfield Hills, Mich. Solomon Friedman had been working with the Dearborn, Mich.-based client on a project basis for the past several years after the regional healthcare pro vider parted ways with D’Arcy Masius Benton & Bowles, Troy, Mich. That shop had held the account for about two years.