Winning a Gold Pixie award for Middlesex Hospital’s, Innovation, was a great way to start the New Year! Now let’s add another accolade to the embarrassment of riches for this great campaign - a 2016 Telly Award. LFC's, Jerry van de Beek, directed the beautifully filmed live action and then gave it extra sparkle with his striking and inspired VFX. We're happy to say that both juries of the 2016 Pixie's and the 2016 Telly’s agreed. Go Jerry go! A job well done!
In 2015 we wrote about, Innovation, which was our latest spot for Middlesex Hospital and part of a larger on going campaign of commercials, print, outdoor media and digital content for that client. Then we learned that the campaign had been honored with a Gold award in the B2C category at the 2015 MITX Awards. So the Pixie Award is carrying on a great tradition.
Often viewed as a quality, caring hospital, Middlesex was not top of mind for delivering complex care. The reality is that Middlesex Hospital has competitive facilities, staff and technology capabilities, but dogged with the perception of a less sophisticated hospital.
Their goals: change their perception to be the clear first choice for healthcare in their area, increase market share and increase service line procedures.
Statistically the campaign has achieved all of this and more. Now Middlesex Hospital is recognized as being, as the tagline reads: The Smarter Choice for Care.
- 24% increase in overall web traffic
- 107% increase in visits to the cancer center page
- 38% increase in service line share of visit
- 30% increase in top of mind awareness
- 271% increase in ad recall
The Massachusetts Innovation and Technology Exchange (MITX) is a nonprofit trade association for the digital marketing and Internet business industry located in Boston. Well done, Primacy!