Using Humor in Healthcare Marketing – Case Study
When the office phone rings the voice on the other end of the line usually says, “Hi, we’re hoping you could help us market (fill in
the blank product, brand, service). We’re looking for something a little… different.”
And different is what we do. We want to create content that will make you feel something. Does a blog post make you think? Does the video make you laugh? Does the message on that social post make you want to share?
Recently, we got the familiar call from Rex Hospital’s Women’s Center. The physicians, nurses, and technicians at Rex Hospital provide world-class care — but that’s not the only thing that makes them special. The staff is incredibly knowledgeable but also a joy to be around. We wanted to create a funny and entertaining video showing future mothers why they should deliver their baby at Rex Hospital.
The Rex Hospital team knew there is a delicate balance producing comedy in a hospital setting.
“Humor is not always appropriate in healthcare. We work in a serious field that affects people’s lives. However, there are a few areas in which humor can be an asset without being offensive. Humor in advertising also is proven to be more memorable than traditional approaches. The purpose of this video is to educate the community about the services and treatment options provided by Rex Women’s Center. We think the target audience will recall the messages being delivered in this fun, unique video.” Lisa Schiller, System Vice President, Communications & Marketing.
We pitched Lisa and her team several ideas to showcase the Women’s Center and their capabilities. They chose a musical option featuring real doctors and nurses. Greenroom worked closely with the Women’s Center team in pre-production meetings and song creation. Then comes the fun part! Shoot days are my absolute favorite part of the job. For as much as the song was scripted, it takes a special energy on set to really create something special. I believe we had it on this day.
Here’s a behind-the-scenes look at the whole team at work on the day of the shoot:
And here’s a look at the final product:
Do you think humor worked in this situation?
Let us know what you think in the comments.