Eric Mower + Associates tapped all of its creative resources to help Lexington Clinic of Lexington, Ky., tell the story that its doctors are “Your doctors for life; every step of the way.”
The EMA-created integrated marketing campaign includes two 30-second television spots and associated outdoor materials. Lexington Clinic plans to feature EMA’s creative work as its primary marketing outreach over the course of the next two years. The TV spots feature a compilation of video clips that focus on people’s feet as they engage in meaningful or everyday tasks, such as a man on hike, doctors walking down a hallway and a parent helping a child learn to walk.
“There are a lot of wash, rinse, repeat concepts when it comes to healthcare marketing,” said Tim Quinlivan, creative director, EMA. “Lexington Clinic really challenged us to come up with an original way to tell its story: Specifically, to support their existing positioning—Your Doctors for Life—with the focus on everyday people and relationships as opposed to technology. After a lot of concepts, the unexpected idea of seeing just feet paired perfectly with our emphasis on lifelong care and the line ‘Every step of the way.’”
EMA managed and executed the campaign collaboratively across several of the agency’s offices.
“Everyone involved in this campaign should be particularly proud,” said Jeff Bucalo, director of client services, EMA. “This was a fun project that incorporated creative ideas from at least three of EMA’s seven offices. The result was unanimously accepted and admired by Lexington Clinic’s board of directors.”
The campaign continues through 2014.