These campaigns represent a great collaboration between Trajectory, The Reading Hospital, our wonderful physicians and patients. Ann Valuch, Director of Marketing.
Morristown, NJ (PRWEB) May 03, 2012
Trajectory posted a great showing at the 2012 Aster Awards, a national competition honoring excellence in healthcare advertising and medical marketing. The firm's three submissions each received top awards.
For The Reading Hospital Women's Health Services, Trajectory won a Judge's Choice Award for its Total Advertising Campaign. Of note, Judge's Choice Awards were only given to seven entrants out of 3,000 across the country. The creative concept was driven from the idea that each woman is unique and extraordinary in her own way, as is the complexity and individuality of her healthcare needs. This was captured in the theme “Every Woman is a Work of Art. That’s Why We’re State of the Art." The campaign included cable television, newspaper and print advertising, out-of-home (billboard and mall), and online elements – all incorporating a strong call-to-action.
Importantly, the campaign generated a 41% increase in prenatal class registration, 36% increase in website visits and 24% increase in unique visitors to the website. It also served as a strong internal engagement tool for both hospital and practice physicians.
For The McGlinn Family Cancer Center at The Reading Hospital, Trajectory won a Gold Award, the top in the category, for its Oncology "Gave Me More" Total Advertising Campaign. In shaping the campaign, patient and physician conversations led to the idea that patients "get more" by having access to a highly accomplished team of cancer specialists who can "give more" based on the most comprehensive range of national-level treatment options. The effort featured real cancer patients describing in their own words the individualized care and life-saving outcomes they received, brought to life through a series of TV spots, along with other traditional, interactive and social media.
The campaign received extraordinary internal support among Board, physicians and staff through pre-launch kick-off. While external results are still pending, success measures include inbound inquires and volume, website traffic and physician referrals.
For PaloVia Skin Renewing Laser (the first ever FDA-cleared, in-home laser clinically proven to reduce fine lines and wrinkles around the eyes) Trajectory won a Gold Award, the top in the category, for its Brochure Advertising Series. The series included technical brochures, doctor's office consumer brochure, consumer take-home retail brochure and sales training/POS flipbook. Given the first-of-its-kind nature of this device, support necessitated more in-depth collateral pieces with more technical specifications along with distribution across both professional and consumer markets.
Trajectory partners with healthcare, wellness and healthy lifestyle clients to create new customer value and ignite new business growth. Utilizing its Brand Energy™ approach, the company creates and re-energizes brands, executes multi-channel marketing campaigns and equips organizations to build value from the inside out. Representative clients include Orlando Health, Palomar (PaloVia Skin Renewing Laser), Reckitt Benckiser, Arnold Palmer Enterprises and The Reading Hospital and Medical Center.