Reflex hammers, fetal heart stethoscopes and a steel replacement hipare some of the visual elements Mullen used in a bold campaign for Memorial Health Care, a medical center in Worcester, Mass.
Hospital marketers hope the series of stark, black and white executions, a departure from typical healthcare advertising, will merit recognition at awards shows. The campaign was the culmination of a year-long project to develop a strategic platform and brand identity for the institution, PR manager Mike Bartholomew said. The agency basically "recreated the brand" for what used to be known as the Medical Center of Central Massachusetts, he added. The print ads contrast cold, utilitarian medical instruments with emotional copy intended to represent the voice of a caring doctor. sons, a resilient ego is probably more important than reflexes." (Memorial, 508/789-5412)