Situation: As a major hospital between San Antonio and Corpus Christi, Citizens Medical Center wanted to establish itself as “the” center for heart care in the area. With a limited budget, it hoped to do this through the use of local newspaper alone.
Action: While the concept of testimonials was suggested by the client, I was responsible for interviewing all of the people portrayed in the ads and then writing the headlines and copy. Having experience with previous heart campaigns, I was the first choice.
Result: The series of ads were so successful that the hospital could actually trace the “sale” of a triple-bypass. A man who was planning on having his surgery in Houston changed his plans upon recognizing one of the people profiled in the ads and reading his story.
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