Bowie Health Center
Nightlight Pediatric Care Advertising Campaign

Situation
When the Bowie Health Center decided to initiate an urgent/emergency program for pediatric after-hours care, Lisa Schiller was responsible for developing a marketing communications strategy.

Strategic Thinking & Responsibilities
Our strategic thinking process had to be quick, creative and effective. We understood that our two primary audiences were mothers with children in the primary and secondary service areas, and local pediatricians. We decided that the campaign needed to appeal to the emotional side of women who have had sick children in the evening, after their pediatrician's office had closed. For pediatricians we wanted to stress their patients would be well taken care of, and that we would send a follow-up report to them the following day.

Working under tight deadlines, we hired a graphic design firm to develop a logo. Lisa Schiller conducted focus group research to make a final selection of the logo and tag line. Following the decision on the logo, Lisa selected child models for a photo shoot, and she purchased the clothing and props for the shoot. In addition, she assisted in setting up all of the shots with a photographer.

Lisa also directed the design firm in the ad design and development. Elements of the marketing/advertising campaign included: print ads, cinema advertising, outdoor billboards, direct mail postcards with magnets on the back; rack cards for pediatricians' offices with Lucite holders with the logo on them, and advertising at the local AA baseball stadium. In addition, we initiated stories about the program that were printed in the local newspapers.

Results Delivered
The program was a tremendous success. The Bowie Health Center initially budgeted for 2,500 visits in the first year. In year one, patient visits totaled 8,000, with the volumes growing to 13,000 visits in years two and three.

The marketing/communications campaign won a Summit Award in the public service/multiple media campaign category.