St. Mary’s Mercy Hospital- Creative Brief

I created concepts and copy for this client, based on the creative brief provided by an advertising agency.

The Client:
St. Mary’s Mercy Hospital is located in Detroit. They have access to the best technology and resources, due to their membership in the Trinity Health Network. They have won national awards for their clinical excellence and patient safety. They are a local, trusted hospital.

Positioning:
Some people don’t know the advantages of choosing St. Mary’s, and aren’t aware of the different services they offer. They are not widely known as “the friendly hospital,” although that’s what they are. They are an equal among the dominant hospitals of the metropolitan market, but have an edge of more personalized attention, stemming from their local roots.

The Solution:
Create relevant, engaging advertising with a friendly, approachable tone. Clearly explain their separate services through direct mail, print, radio and billboard advertising. Combine they two key attributes of St. Mary’s: Local, trusted network and access to the best medical technology.

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