Different Paths Of Care

Donovan Group Introduces UMass Memorial
BOSTON–With an emphasis on individualized service, UMass Memorial Health Care has broken its first ads since the merger of the University of Massachusetts’ Clinical System and Memorial Health Care, both in Worcester, Mass.
Created by Donovan Group in Northborough, Mass., the $2 million print and broadcast campaign seeks to build awareness of the new institution, now the largest healthcare provider in central Massachusetts, said agency creative director Jay Nelson.
One TV spot features a small girl about to receive a vaccination. As the doctor soothes her, the description of her unique “path” appears on the right: pediatrician, routine exams, wellness programs, vaccinations, lollipops. The voiceover says, “Every patient follows a different path. Should the need arise, we’ll create a path for you.”
The tagline, “Make us part of your health plan,” appears on all ads.
Other TV spots feature a cancer patient getting her newly grown hair shampooed and cut, a young boy signing his friend’s cast and a cardiac patient fishing in the ocean.
“Memorial was a very high-touch, touchy-feely hospital, while UMass was known for its high-tech work,” said Nelson. “We had to bridge that gap.”
The campaign, running in central Massachusetts through the spring of 1999, includes four 30-second TV spots now airing on network and cable stations, four 60-second radio spots, five print ads and several billboards.