ANN ARBOR, MI: The University of Michigan Health System kicked off an integrated campaign to create awareness about the opening of its C.S. Mott Children's Hospital.
Mott Children's Hospital has had a facility since 1969, but a newly designed building, which will be next door to the former hospital, will officially open on November 13, and the University of Michigan Health System wants to share the news with consumers.
“We've created 13 in-depth three-to-five minute videos on individual patient journeys with a little bit of background on what the patients and their families have been through and some of the challenges they have overcome with our help,” said Dave Brudon, director of marketing for the University of Michigan Health System.
The videos, which were developed by the organization's advertising AOR since 2005, Campbell Ewald, are available to view on digital channels for the first time. In years past, the organization was unable to post videos online because of the need to pay “prohibitive” fees to performers, Brudon said, but now it has met Federal Credit Union guidelines, making it possible for the short films to be posted on the MichiganDifference.org website.
“It's been a really nice change for us because we're able to share our work more widely online with our patients, families, followers and friends,” Brudon explained.
With the website now open to the public, the Health System hopes to increase awareness about the new hospital by connecting all the elements of the “Michigan Difference” campaign online while making the features easily accessible for consumers, Brudon added.
In addition to being placed on the organization's YouTube channel and Facebook pages, the videos are posted on the individual clinical program pages of the UofMHealth.org patient website, and they will be released on television on September 3, as well.
Print advertisements will be launched in various media outlets, specifically focusing on local market publications, and events will also be a big part of the campaign, with the biggest being the open-house event for the new hospital on November 6.
All PR work for the University of Michigan Health System, including traditional and social media efforts, is handled internally.