The complexity.
Medical centers have a unique challenge. Unless you or a loved one are in immediate need of a service, it’s easy to ignore healthcare advertising. Story County Medical Center wanted to promote its medical services with a print ad series that would grab people’s attention, even if they weren’t actively in the market for care. That way, when they were, Story County Medical Center would be top-of-mind.
The power.
The situation called for eye-catching ads that jumped off the page. For each ad, Story County Medical Center paired a nursery rhyme with a service or specialty, and Hellman produced a custom pen-and-ink watercolor illustration. Examples of the pairings include One, Two, Buckle My Shoe for skilled care, Humpty Dumpty for orthopedics, and It’s Raining, It’s Pouring for sleep medicine.
The smashing results.
In a world filled with generic stock photography, these custom illustrations stood out, which meant Story County Medical Center did too. Readers began to eagerly anticipate each month’s new ad. The ad campaign will attract attention for a full year.
