Print Ad Campaign
Ongoing print ad series introducing new physicians and faculty members
Advertising, Copywriting, Editorial Design
One of the major print initiatives for our healthcare system is to help introduce new physicians to the community. Our goal is to show the multidimensional speciality care found at our institution, which is the state's only academic medical center.
I was charged with reorganizing and revitalizing this campaign shortly after being hired. The initial list included 70 physicians who needed to be placed in an ad, with more joining our staff each month.
Previously, our campaign featured one doctor a week, and the ads ran twice in the local newspaper. My assignment was to develop a new format to work through the list of names, feature the physicians more prominently, and be more economically sustainable long-term.
We moved from 1 physician a week to 10 a month in 2 separate ads, 1 specific to adult services, and 1 specific to pediatrics. The new format launched in August 2014 and ran through October 2015. We created 19 new ads and featured 95 new doctors.
In November 2015, we updated the design and cut back to four physicians a month, per ad. Since the redesign, we’ve run 13 new ads and featured 52 new physicians. The campaign will resume in November 2016.
For this project, I maintain a comprehensive list new hires, schedule and art direct photo shoots, select groups to feature for each ad, write copy, route through for approvals, and ensure placement in three magazines and one newspaper each month.
Below is the evolution and a small sampling of this ad series.
March 2014 Individual Physician
October 2014 Adult Specialties
October 2014 Pediatric Specialties
January 2016 Pediatric Specialties
April 2016 Adult Specialties