Wallwork Curry Effort For Lahey Seeks To Inform

The patient comes first in Wallwork Curry’s inaugural campaign for the Lahey Clinic.
The print and broadcast effort “is designed to position us in the public’s mind as the [place to go for] excellent care focused on patients,” said Ralph Fuller, the Burlington, Mass.-based client’s director of public affairs.
Two 30-second TV spots ask what it means to be involved with Lahey. One ad features a grandfather with his granddaughter and emphasizes the client’s renowned cardiology facilities. The voiceover asks: “What does it mean to be a Lahey patient?” The answer? “It means another day to share your time . . . A primary care doctor working closely with a cardiologist . . . World-class care . . . Another day to share your life.”
The commercials close with a toll-free phone number. There is no tagline.
Part of the campaign’s purpose is to demystify Lahey, according to Jack Wallwork, creative director at Wallwork Curry in Boston. “They’ve been a prominent healthcare provider for 75 years, although it’s a little mysterious to the public what they do there,” Wallwork said. “This is aimed at trying to explain what they offer, which is a different approach to patient care.”
The campaign, which also includes two 30-second radio spots and three newspaper ads appearing in suburban newspapers and The Boston Globe, is scheduled to run through the end of the year. Media spending was not disclosed.
Creative directors Jack Wallwork and Bob Curry were aided by senior copywriter Jay Courtney, senior art director Mark Bappe and freelance producer Susan Poor.