Putting patients first
by making doctors first.

Doc 1st ER Logo

the challenge

Take a dated-looking, slow-moving Emergency Room with a less than stellar reputation and reposition it as being more efficient, more patient-centric.

the strategy

Research showed the hospital needed a total re-engineering to the ER process so patients could do see a physician first when they came into the ER. The result was a powerful point of differentiation: Doc1stERSM. We also collaborated with their Operations team to put in place a large expansion and modernization plan based on the same research project.

the tactics

We developed all the creative assets and a robust media plan that included a microsite that took consumers on a virtual tour while a teaser campaign built excitement prior to the launch. Additionally, we leveraged our PR capabilities to get media coverage that supported the advertising message consisting of TV, out-of-home, digital, Social and direct mail.

tv commercial
Doc Print Ad
print ads
Doc1ster Billboard
GEO-TARGETED OUTDOOR BOARDS
Doc1ster Online
ONLINE
Doc1ster Mall Ad
Mall Poster
Doc Website on Desktop
Doc Website on Tablet and Mobile
DOC 1st ER LANDING PAGE — VIEW ONLINE
tv commercial

the results

Florida Hospital Tampa could not have been happier with our re-branding efforts. Every metric for success was not only met, but exceeded. By a lot. The healthy ROI was a result of deep consumer research and a solid marketing and advertising strategy.

where to next?