Reputation was more important than proximity. People in South Jersey simply weren’t convinced that Inspira had the muscle for complex care, and when they needed serious care, they defaulted to the “big boys” across the river. They needed proof.
Put Inspira’s world-class facilities, renowned specialists, and advanced tech front and center. Speak the language of South Jersey: gritty, no-nonsense, and proud. Break through the category clutter with a voice that matched the region’s attitude and prove that top-tier care is, in fact, right here in your backyard.
Enter the “Innovation Where It Matters Most” campaign, a fully integrated effort.
The campaign kicked off with “Backyard,” a Super Bowl TV execution built to command attention by showing off the latest impressive technology and innovations and dispel brand misperceptions in a big way.
As the campaign continued, we extended the same strategy and messaging for multiple service lines, including Cancer, Orthopedics, Minimally Invasive Surgery, and Maternity, featuring video, print, digital, social, and OOH content that significantly boosted familiarity and trust in specialty care areas that mattered most to consumers.