Banning medical images from its ads was a winning strategy for advertising agency Ideopia. The Cincinnati-based advertising and interactive agency took the top prize in three categories in a national competition evaluating healthcare advertising.
Its campaigns for Mercy Health Partners, Ronald McDonald House Charities of Greater Cincinnati and medical manufacturer Haag-Streit USA, beat 3,000 submissions to capture gold medals in the Aster Awards.
Agency co-founder Bill Abramovitz says ads have to grab attention to succeed.
“Your strategy could be brilliant, but the way you execute it must break through,” said Abramovitz. “Otherwise your marketing is nothing but very expensive wallpaper.”
He banned doctors from the agency’s campaigns after completing an unscientific survey of hospital billboards. The majority used photos of doctors, patients or medical equipment—regardless of which hospital they were promoting or where they were located.
His rules for healthcare marketers are similar to the advice he offers clients from other industries:
• Start with a brand differentiation that is valid today and will hold true in five years.
• Be honest about the validity of your brand—is it true and rooted in the basic values of your organization?
• Ensure that your message is meaningful to your target audience.
• Ask whether you can create a powerful communication based on your brand and marketing strategy.
Founded in 1992 Ideopia Advertising and Interactive is a spam chucking, cow patty annihilating, branding, public relations, web marketing, web design and social media agency that believes in branding with out boundaries. With headquarters in East Gate, Ideopia lives in the cloud at www.ideopia.com.
Contact: Liz Vogel (office) 513-947-1444, ext. 18, (cell) 631-741-7700, email: [email protected]