Mayer Tempers A Hospital’s Elitist Image

Ochsner Is The One For La. Patients Of All Incomes And Ailments
NEW ORLEANS–Peter A. Mayer Advertising here has broken its first image campaign for Ochsner Clinic & Foundation Hospital with a message that is intended to correct potential patients’ misconceptions.
“The care you deserve” themeline aims to position Ochsner, considered by some as a pricey alternative for specialist care, as a hospital that residents of southeastern Louisiana can access for healthcare, according to the agency.
Peter A. Mayer Advertising officials said Ochsner, viewed as one of the top hospitals in the region, is often bypassed by locals who believe they either cannot afford it or whose ailments are not serious enough to merit treatment there.
“Our intention was to make people feel like they had a right to get care at Ochsner,” said agency president Mark Mayer.
While other in-state hospital campaigns have presented humorous themes or scenarios, Mayer said the agency decided to take a straightforward advertising approach for Ochsner.
“There are not many hospital scenes in the 30-second spot,” he said. “In fact, it doesn’t even look like a hospital.”
The print, television and radio campaign will run through November in southeastern Louisiana, where the 54-year-old Ochsner operates 32 locations. Many hospitals kick off major campaigns in the fall to attract companies that may be considering switching to another healthcare plan as the calendar year changes.
The New Orleans agency won the $2 million account in August after an informal review involving three other undisclosed contenders. The hospital had maintained its account in-house for several years.
Ochsner was ranked among the top hospitals in the country in the July 27 issue of U.S. News & World Report.
Mayer’s previous experience in the category includes relationships with Tenet Healthcare Corp. and Touri Infirmary.
Credits go to creative director Dee Smith, copywriter Justin Bonura and music composer Jay Weigel. Morrison Productions, New Orleans, produced the spots.