C R E AT I V E I N F U S I O N .
In 1980 The Graham Group landed its first heath care account. Health care marketing was a new frontier for both hospitals and advertising agencies. The health care industry was changing rapidly and competition was fierce. In those early years we learned a lot—both from our successes and our mistakes.
Over the past two decades we’ve worked with medical centers of every size, producing award-winning, results-driven campaigns for a multitude of product lines and services.
We’ve handled physician and nurse recruiting, physician marketing and health insurance companies. We’ve turn-keyed health care conventions, hospital grand openings and health fairs. We’ve designed creative work in every medium and in 1995 added a web site development arm to our company.
Today there are few advertising agencies with the depth of experience we offer our health care clients. And we have success stories to go along with each and every one.
Here’s just a small sample of our work.
3 0 Y E A R S O F H E A LT H C A R E
Acadiana Institute of Cosmetic & Plastic Surgery Acadian Oaks Hospital, Lafayette, LA Acadiana Rehabilitation Association, Lafayette, LA Amedysis Home Health of Louisiana Azar Eye Clinic, New Orleans, LA Baton Rouge General Medical Center, LA Bay Coast Medical Center, Baytown,TX Baytown Medical Center,TX Blue Cross and Blue Shield of Louisiana Bossier Ophthalmology Clinic, LA Brownsville Medical Center,TX Cardiovascular Institute of the South Champion Healthcare, Houston,TX Charter Cypress Behavioral Healthcare System Columbia East Houston Medical Center,TX Dauterive Hospital, New Iberia, LA DePaul Covington Hospital, LA Doctor’s Hospital, Opelousas, LA Durham Regional Hospital, NC East Jefferson General Hospital, Metairie, LA Elmwood Medical Center, New Orleans, LA Feist-Weiller Cancer Center Franklin Foundation Hospital, LA The Emotional Health Center for Women, Lafayette, LA The Fertility Institute, New Orleans, LA Garden Park Community Hospital, Gulfport, MS General Health System, LA Green Clinic, Shreveport, LA Gulf South Health Plan, LA Healthcare International, Austin,TX HealthTrust, Inc., LA Healthworks Industrial Medicine, Gonzales, LA The Heart and Fitness Center, Baton Rouge, LA Highland Park Medical Center, Covington, LA Humana Hospital, Lake Charles, LA Independent Physicians Association of Lafayette, LA Jameson Memorial Hospital, New Castle, PA The Knee and Sports Medicine Center, Lake Charles, LA Lafayette General Medical Center, LA Lake Charles Memorial Hospital, LA Lakeland Medical Center, New Orleans, LA
EXPERIENCE
Lakeside Hospital, Metairie, LA Lakeview Regional Medical Center, Mandeville, LA Longview Ambulatory Surgical Center,TX The Louisiana Cardiovascular Institute Louisiana Dental Association Louisiana Hand & Upper Extremity Institute, Shreveport, LA Louisiana Healthcare Review Louisiana Health System Louisiana Society of Anesthesiologists Medical Center of Southwest Louisiana, Lafayette, LA Methodist Hospital, New Orleans, LA Minden Medical Center, LA The Neurology and Sleep Clinic, Shreveport, LA Orlando Regional Cancer Center, FL The Orthopedic Center, Lake Charles, LA Opelousas General Hospital, LA Paragon Healthcare System Professional Research Consultants, Omaha, NE Psychiatric Institutes of America Rapides Regional Medical Center, Alexandria, LA Rapides Women’s and Children’s Hospital, Alexandria, LA Rehabilitation Hospital of Baton Rouge, LA Riverview Medical Center, Gonzales, LA St. Francis Medical Center, Monroe, LA St. Mary Hospital, Port Arthur,TX Shreveport Eye Clinic, LA Slidell Memorial Hospital, LA South Central Regional Medical Center, Laurel, MS Summit Hospital, Baton Rouge, LA Terrebonne General Medical Center, Houma, LA Terre Haute Regional Medical Center,Terre Haute, IN Texas Children’s Hospital, Houston,TX Thibodaux Hospital and Health Centers, LA United Healthnet USAble Life Insurance, Little Rock, AR West Calcasieu Cameron Hospital, Sulphur, LA Westpark Hospital, Hammond, LA Willis Knighton Medical Center, Shreveport, LA Woman’s Hospital, Jackson, MS Woman’s Hospital, Baton Rouge, LA Women’s & Children’s Hospital, Lafayette, LA
THE CLIENT: Woman’s Hospital
THE CHALLENGE: Communicate the superior technology and care provided by Woman’s Hospital in terms the consumer could understand and appreciate. OUR THINKING: We didn’t want to fill the ad with technical terms of equipment that sounded great but had no real emotional hook.We had witnessed real time emergencies and knew that if we could capture that drama in a print ad, it would speak volumes about the hospital’s “expertise” without ever using the word. WHY IT WORKED: Grown men wept.This ad was on every bulletin board in every OB doctor’s office. Showing a tubed baby can be done with taste and compassion. Every picture tells a story, the trick is to tell it well.
Expecting The Unexpected Is What We Do Everyday. Sunday, 3:15 a.m. A young couple rushes through the doors of Woman’s Hospital. The woman is chalk white, all color is drained from her face. Her husband stammers to the nurse, “My wife - I think she’s— she’s having a miscarriage.” Those words spoken, the young woman begins to cry. Quickly, the nursing staff takes charge. “Have you notified your doctor?” “How many weeks pregnant?” Orders are given, questions answered and in less than 20 minutes the woman is in a labor room. Her doctor is enroute to the hospital. Panic has been replaced with anticipation by the sure, quick, compassionate actions of everyone around her. “Yes, we have a heart beat.” “Contractions are seven minutes apart.” Just 21 weeks pregnant, her water has broken.
Neo-natal Intensive Care is alerted. Two hours later, contractions are four minutes apart. Fetal Monitor read out— BABY IS IN STRESS. “What are my baby’s chances?” “He only needs one.” The decision to section is quickly made. Fifty-seven minutes later a tiny 1 lb. 3 oz. baby girl is one floor above her mother in the safe, warm womb of the only Level III intensive care unit in this city. For three weeks she has the full-time, round-the-clock attention of board-certified neonatologists and highly-trained neonatal critical care nurses. They are her surrogate mothers. They are her guardian angels. Family and friends call it a Miracle. We call it Being There. Her name is Laura Kathryn and she’s going to be a heartbreaker.
THE CLIENT: Texas Children’s Hospital
THE CHALLENGE: Develop an exciting nurse recruiting event to promote the benefits of working at Texas Children’s Hospital. OUR THINKING: We wanted to create a one day event with a theme that reflected the hospital’s core values and commitment to children and at the same time communicate the opportunities the hospital offered. Our theme was “Color Your World.” WHY IT WORKED: An invitation set the tone for this job fair that featured guest speakers, interviews, a luncheon and door prizes.The creative elements took the traditional recuiting process and raised it to another level. It felt special. It was special. Over 1200 nurses attended the event.
THE CLIENT: Lafayette General Medical Center
THE CHALLENGE: Go heads up with a local children’s hospital and compete for share of market. OUR THINKING: We needed to let the consumer know that the hospital was very specialized and could handle the entire gamut of pediatric issues. The series visually and in copy identifies the three main groups of pediatric patients, infants up to two years old, children 3 to 7 and children 7 to 12. Each ad addresses the hospital’s expertise in specific areas. WHY IT WORKED: The playfulness of the visuals worked well to help build the pediatric brand. Pediatricians surveyed after the campaign reported a significant increase in inquiries about the hospital.The E.R. also saw an increase in the number of pediatric admissions.
From soup to nuts, you’ll find the most comprehensive pediatric program here at LGMC. With an excess of 50 years experience in pediatric services, we continue to be the choice of parents and physicians for health education, nutrition, pediatric injuries and other products and services designed with kids in mind. Add to that our pediatric emergency room services, pediatric subspecialists and the only Pediatric Intensive Care Unit in this region, and you’ll see why more parents choose LGMC. When it comes to kids, we’re letter perfect.
www.lafayettegeneral.com 289-8600
No other hospital stacks up to us when it comes to pediatric care. If your child is seriously injured or ill, Lafayette General is your choice for the highest level of pediatric care. In fact, more hospitals transport seriously ill children to Lafayette General than any other hospital in Acadiana. With the only Pediatric Intensive Care Unit in the region, we’ve made a tremendous commitment to our community to provide the very best in technology and care. Our pediatric critical care specialists are trained to assess and stabilize children of all ages and our pediatric nurses provide the strong, sure hands of experience with compassion and tenderness. Growing children need a healthy foundation. Thanks to your support, we’ve been building on ours for almost 100 years.
www.lafayettegeneral.org 289-8600
for hundreds of kids. We spell hope
What makes us the best hospital for pediatric subspecialties? Let us spell it out for you. When your child needs a specialist, we don’t think you should have to leave town or wait several weeks for someone to come to Lafayette for a one day clinic. There is a definite need for children’s specialists and we’re filling that need. Pediatric specialists in fields such as cardiology, pulmonology, and neurology are bringing critical expertise to young patients and their families. And LGMC provides the area’s only pediatric intensive care unit. Through our continued commitment, we’ve dramatically raised the bar in pediatrics. It’s all about choice. Together we’re choosing what’s best for our children.
www.lafayettegeneral.org 289-8600
THE CLIENT: Acadiana Institute of Cosmetic and Plastic Surgery
THE CHALLENGE: Increase inquiries regarding the various cosmetic procedures offered. OUR THINKING: Dr. Odinet was new in the market.We wanted something very edgy to cut through the clutter and get the phone to ring. WHY IT WORKED: Everyone could relate to the message. Dramatic photography isolated the subject matter, two lines of copy said it all. These ads had the whole town talking, increasing his business and upping his profile in the community.The ads won several awards and were recognized nationally and regionally.
She called them laugh lines.
He called them love handles. Nothing’s that funny. BOARD CER TIFIED AMERICAN SOCIETY OF PLASTIC AND RECONSTRUCTIVE SURGER Y
BOARD CER TIFIED AMERICAN BOARD OF OT OLAR YNGOLOGY HEADAND NEC K SURGER Y FELLO WSHIP TRAINED AMERICAN SOCIETY FOR AESTHETIC PLASTIC SURGER Y
Acadiana Institute of Cosmetic and Plastic Surgery Kenneth Odinet DDS, MD For information and consultations regarding laser skin resurfacing, facelifts, eyelid surgery and nasal surgery call us at 337-234-8648.Lafayette, LA
Something no one ever noticed. Get a grip. BOARD CER TIFIED AMERICAN SOCIETY OF PLASTIC AND RECONSTRUCTIVE SURGER Y
BOARD CER TIFIED AMERICAN BOARD OF OT OLAR YNGOLOGY HEADAND NEC K SURGER Y FELLO WSHIP TRAINED AMERICAN SOCIETY FOR AESTHETIC PLASTIC SURGER Y
Acadiana Institute of Cosmetic and Plastic Surgery Kenneth Odinet DDS, MD For information and consultations regarding liposuction and body sculpting call us at 337-234-8648, Lafayette, LA
The color of her eyes. BOARD CER TIFIED AMERICAN SOCIETY OF PLASTIC AND RECONSTRUCTIVE SURGER Y
BOARD CER TIFIED AMERICAN BOARD OF OT OLAR YNGOLOGY HEADAND NEC K SURGER Y FELLO WSHIP TRAINED AMERICAN SOCIETY FOR AESTHETIC PLASTIC SURGER Y
Acadiana Institute of Cosmetic and Plastic Surgery Kenneth Odinet DDS, MD For information and consultations regarding breast reductions, liposuction and body sculpting call us at 337-234-8648.Lafayette, LA
THE CLIENT: Louisiana Health System
THE CHALLENGE: Build awareness for three satellite minor emergency centers. OUR THINKING: We needed to let consumers know that these walk-in clinics were for minor, non-threatening emergencies. Humorous outdoor let us quickly establish our positioning. WHY IT WORKED: Simple type and bold colors grabbed everyone’s attention. The centers were busy from day one and in the second week saw a need to expand their hours of operation.
“We don’t mind making rash decisions.”
232-CARE The Minor Emergency Center Southpark at Pinhook Rd. • Evangeline Plaza • LGMC E.R.
“We’re ready to discuss a very sore subject.” 232-CARE The Minor Emergency Center Southpark at Pinhook Rd. • Evangeline Plaza • LGMC E.R.
“If you have a little pull, we’ll let you in.” 232-CARE The Minor Emergency Center Southpark at Pinhook Rd. • Evangeline Plaza • LGMC E.R.
THE CLIENT: Rapides Regional Medical Center
THE CHALLENGE: Build awareness for cardiac emergency services. OUR THINKING: Our goal was to communicate the regional aspect of the service and position the client as the hospital of choice for cardiac care. WHY IT WORKED: The white space really emphasized that lone helicopter rushing to save a life. It also said regional loud and clear. Readers quickly understood the importance of being a designated transport center and the superior care cardiac patients receive.
TIME FLIES WHEN YOU’RE HAVING A HEART ATTACK. When a heart attack strikes, time is not on your side. How well you recover will depend on how fast you’re treated. As a member of the CENLA Cardiac Emergency Network, your doctor at your local hospital can diagnose your condition and stabilize your heart. But, the race against time is not over yet. Your local hospital may still need to transport you to Rapides Regional Medical Center for additional tests and treatment. That’s why the transport system of the Network plays such a vital role in the heart attack treatment process.
The transport system solves your need for quick heart attack treatment. Through the use of ground or air ambulances, your local hospital is able to transport you to the Heart Team at Rapides Regional Medical Center in no time at all. The Network transport system helps your local hospital give you what you need most during a heart attack. Time. For more information about the Network, call your local participating hospital.
The following marks are Graham Group original concepts and designs
THE CLIENT: Baytown Medical Center Branding for a maternity program. Included newsletters, signage and collateral materials THE CLIENT: Women’s and Children’s Hospital Branding for specialty hospital. All applications. THE CLIENT: Louisiana Health System Branding for large regional health care system. All applications. THE CLIENT: St. Mary’s Hospital Branding for a line of heart-healthy frozen foods distributed through the hospital. Included packaging and collateral material. THE CLIENT: Women’s and Children’s Hospital Branding for after-hours walk in minor emergency center. Included radio and television, signage. THE CLIENT: RehabNetwork Branding for an orthopedic rehab center. All applications. THE CLIENT: Woman’s Hospital Branding for a comprehensive prenatal education program. Included collateral material, newspaper and specialty items.
THE CLIENT: Lafayette General Medical Center
THE CHALLENGE: Position LGMC as the leader in cardiac care and educate the public on the various components of their comprehensive program. OUR THINKING: We did not want a traditional cardiac campaign.We needed something fresh, with a more sophisticated look.Without showing the typical E.R. or O.R. shot, we wanted the reader to get their technological superiority through design and compelling copy. WHY IT WORKED: Using movie titles that everyone quickly recognized, we immediately connected with our demographic.The series (five in all) had the community anxiously awaiting the next ad.The hospital even had people phoning in ideas for others in the series. And yes, cardiac services felt the push, with doctors from other hospitals asking for privileges and utilizing both the Cath lab and surgery suites.
Cardiac Cath Lab.
Find out
WHAT LIES BENEATH in our cath lab. b
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One of the most complex aspects of treating heart disease occurs in the diagnostic phase. It is in our cath lab that we are able to look deep into the inner workings of the cardiovascular system. This requires critical technology and intense training to accurately identify and pinpoint compromised arteries and blocked vessels. Just as important, cath lab technology is constantly being improved and refined. When it is, without hesitation, it is introduced at Lafayette General. This commitment has put us in the Top 100 Heart Hospitals in America. Better still, it has put us first in your heart. www.lafayettegeneral.com
Cardiac Rehab. It may be your second chance at life. Surgery or medical treatment has saved
HEAVEN CAN WAIT
your life. Now rehab helps you build a new one. Along with your cardiologist and pulmonologist, our team of cardiac
our heart programis adding yearsto lives.
rehab nurses, exercise specialists, respiratory therapists, and clinical nutritionists design a rehabilitation program individualized for your lifestyle and recovery goals. The road to recovery from heart disease will find us there at every step. The hundreds of miles we have journeyed with our patients makes us all wiser and stronger. For more information about our cardiac
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rehab program call us at 289-7390.
H E A RT H O S P I TA L
www.lafayettegeneral.com
Cardiovascular Surgery. Acadiana now knows what we at Lafayette General have known all along. As one of the Top 100 heart hospitals in the nation, we’ve
BRAVE HEARTS
Everyday,
go into battle.
been leading the way in cardiac surgery for over thirty years. In fact, we were the first hospital in Acadiana to perform open heart surgery and have consistently been first to introduce new procedures and technology. Our real strength comes from our team of cardiac specialists. Working alongside the most experienced cardiac nurses, these cardiologists and cardiovascular surgeons provide unparalleled precision and care, so critical during these intricate procedures. In the battle against heart disease, you won’t
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find a better ally. For information about all our cardiac services, call us at 289-7390. www.lafayettegeneral.com
For a copy of our current healthcare reel, call us at 1-800-324-7143
To learn more about us, visit our website graham-group.com
ideas
image
innovation
1-800-324-7143