Nebraskans at Heart
Founded in 1915, Mary Lanning Healthcare in Hastings, NE has defined world class healthcare one patient at a time, while continuing to invest in the latest technologies and facilities. The Morrison Cancer Center (MCC) was recognized in 2018 as the #1 cancer care hospital in the state by the CareChex® medical quality rating system. This attracts some of the best medical professionals from all over the world. The medical professionals at Mary Lanning Healthcare’s Morrison Cancer Center all have a story that reveals their passion and commitment to their patients and their community – and even though they’re not all native Nebraskans, they’re all Nebraskans at heart.
The Challenge
Even with a proven success record, the Morrison Cancer Center was not the first choice for cancer care in the local region. Based on limited market and patient research, this was not an awareness problem – it was a cultural issue. The latest technology, most advanced treatments – including clinical trials – was not enough.
Patients and their families wanted 100% confidence in the people caring for them. The objective was to develop a multimedia campaign that strips away the nationalities and cultural origins of the medical staff and reveals that they are truly neighbors, family, friends and trusted professionals.
Mary Lanning
The Strategy
Thinking through the nuances of our objective and acknowledging the diverse backgrounds of the medical staff that include Thailand, Turkey, and China, we knew there was an incredible story to tell—and above everything, it had to be genuine and translatable from television to radio to print and digital. It was clear these stories had to be told by the key medical staff in their own words, revealing why they settled in Nebraska and how they have integrated as true Nebraskans – this became the foundation for our campaign. For this testimonial-style approach, we recommended leading with 60-second television spots so each story could fully play out. Radio spots were also recommended to further enhance the campaign frequency and reach.
Results
As envisioned, we crafted scripts and quotes directly from the interviews, produced, edited and delivered a series of television and radio spots that empowered the Mary Lanning team to supercharge a multimedia campaign reaching throughout the state.
