The debate is never-ending . . . appealing to emotion vs promoting state-of-the-art technology in healthcare marketing campaigns, and in what combination and balance? Research we’ve done for our healthcare clients proves over and over again that people care about technology only to the degree that hospitals have it. And, that’s about it. Sacred Heart Hospital takes an interesting tact with this “rock video” style trailer that promotes their Smart MRI machine–they go all out and push the envelope. They are competing in a market where the market leader is by far and away the technology leader, so Sacred Heart (who gets to play in the Mayo Clinic’s backyard) struts their stuff in this video. It could cause a transformation in perception.