Approximately two-thirds of all Little Rock area residents recall television advertising about their health care choices and hospital options more than any other means, according to quarterly research by NRC Health. Sixty-one percent of Little Rock area residents remember television advertising the most, compared to a national average that is 20 points lower. Little Rock is home to seven hospital systems, including a major research hospital and a legacy provider that dominates the market.
Because of competition in the health care/hospital advertising landscape, we evaluated how to best deliver effective messages to highlight the client, CHI St. Vincent, and its four hospitals, dozens of primary care and specialty clinics, and integrated network of primary care physicians.
To that end, in 2015, local television station KTHV also sought a partner to develop a content marketing and advertising delivery system based on a concept from its corporate parent, called “Real Men Wear Gowns.” The “Real Men Wear Gowns” concept featured biweekly video profiles of local men who were patients of CHI St. Vincent providers. These profiles aired on KTHV’s morning and evening news, and they chronicled the patient’s experience with CHI St. Vincent primary care physicians.
After a successful two-year run of segments, CHI St. Vincent and KTHV recognized that the inclusion of women in the profiles may raise the awareness level even higher and after a brainstorming session chose to re-name the brand “Wear the Gown.” The new title and structure of the program changed in July 2017.