Hoag Health Systems - Hi We're Hoag
Hoag is a major health system in Southern California, and they were looking to spotlight some of the recent talent they had acquired via :30 TV spots. It didn’t hurt that part of the brief was to make them approachable and human – which was easy, because they (unsurprisingly) turned out to be endlessly fascinating people in real life when we got to know them.
There was no question their skills were top-notch–they had come from award-winning hospitals. And they were now in an area overflowing with superior facilities and healthcare professionals. So what was the differentiator? The human side. The fact that they were just like you and me, and although their practice was intensely technical and excellent, their care came from a personal place. They were people, that just happened to save your life and promote your health.
That was the basis for an entire campaign we created called: “Hi, we’re Hoag.” I was privileged to interview several doctors and nurses, and write spots that captured who they were as people, beyond their unquestionable medical skills, and introduce them to our audience as humans. This one was my favorite–and 100% of the spot is true. That is Kurt’s van, he surfs with that board, they didn’t have to dress up the interior of that VW bus very much, and his line? He offered that off the cuff. We loved it so much, we kept it.
Up Next: