I was reminded as I read about this campaign done by Capital Health in Trenton, NJ of the solid tenets of any good marketing campaign. This one, so good in fact, that it took home a silver award in the HealthLeaders Media Marketing Awards and resulted in hundred of scheduled prostate screenings after the initial six weeks.
What tenets should we remember? First, an interesting, compelling creative strategy like this one that makes the topic of prostate cancer less clinical and fearful and more approachable, makes a play on the word “screenings” and appeals to a younger audience (a segment that most prostate advertising ignores). Second, a strong integrated media approach consisting of print, direct mail, outdoor, TV and radio. Third, a great deal of community outreach to support the media. Capital Health handed out screening information at cultural and philanthropic events, malls, community theaters, etc.
Capital Health believes that it has set the health system up for long-term results and heightened awareness.
See the campaign here.