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Wednesday, March 27, 2013

New campaign for Altru and Mayo Clinic has one message but several voices.

Clarity Coverdale Fury, a Minneapolis-based advertising and digital marketing agency, recently launched a new campaign for Altru Health System and Mayo Clinic.
The new work is the most recent addition to a campaign that started over two years ago when Altru became the first hospital in the new Mayo Clinic Care Network.
The campaign focuses on how the relationship between Altru and Mayo Clinic has helped doctors and patients tap into Mayo Clinic’s vast medical expertise, thus helping patients get the best possible care without having to leave the Grand Forks area, home of Altru Health System.

The spots are told from the perspective of the patient. Several patients tell their stories in their own words creating a distinct “voice of experience” context to the campaign.
One of the TV spots, “Hockey,” was filmed in the Ralph Engelstad Arena, home to University of North Dakota hockey, which is widely recognized as the finest college hockey arena in the country. The spot is a true story about a patient who cancelled his season tickets because of the seriousness of his cancer, but got tickets again the following year because his cancer treatment was so successful. 

As Altru’s Chief Planning Executive, Dennis Reisnour said, “The new campaign is a true reflection of what people in the Grand Forks area are thinking about Altru and Mayo Clinic working together. It’s a real testament to how it’s benefiting our patients.”
The campaign includes three radio spots, two TV commercials and multiple online executions.