Sentara – Building “A Healthy Relationship”

Primm was engaged by Sentara Health Care to create an awareness and promotional campaign for its Sentara Medical Centers practices.  Promoting the practices also meant promoting the physicians associated with each – forty physicians in all.
           
The practices were primarily neighborhood facilities, and direct mail was an obvious choice.  We created a series of oversized post cards, featuring candid color photos of the three to five physicians associated with each facility, showing them as attractive, friendly professionals.  The copy urged the consumer to “Meet Your Neighbor . . .,” emphasizing that, although convenient and easily accessible, each was nonetheless a first-class Sentara medical resource.  An accompanying neighborhood map provided an easy location reference.   This campaign effectively blanketed the three-to-five-mile radius around each medical center.
           
Supplementing this direct mail campaign, a series of television commercials told about the benefits of the Sentara Medical Centers and visually presented candid shots of the same physicians, interacting with patients, checking X-rays, working in the lab, etc., tying in with the direct mail campaign. 
           
Primm followed up the initial campaign with additional targeted direct mail, an extensive cable television campaign, and print advertising of an ongoing nature, keeping the caring and competent message “Enjoy a Healthy Relationship” with Sentara Medical Centers.
           
Primm was also assigned other, special projects for Sentara.  We designed their ambulance graphics and the logo that now appears on all their medical transport vehicles, plus brochures, in-center posters, counter cards and trade show displays.

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