I know I’m kind of a weirdo. My kids think so when I shush them during a good TV commercial, then excitedly proceed to explain to them the marketing strategy behind it, the simplicity of message and why it’s so brilliant. As they text away — once again, leaving me alone in awe of yet another innovative spot. It’s much worse if it’s healthcare advertising. They usually have to shush ME. I’ve been doing healthcare marketing for over 25 years, and I still get goose bumps when I see something really good.
Which is why I decided to do a series on innovative healthcare marketing. To spotlight those healthcare ads, campaigns and ideas that are out of the box, that emotionally connect, that are most likely not approved by a committee of docs. That deserve recognition!
My first example is from the Kaiser Permanente Thrive campaign. The whole campaign is goose-bump worthy, but my favorite is the “When I Grow Up I Want to be an Old Woman” spot, promoting mammograms. Maybe because I’m “growing up” myself, this one makes me smile, makes me appreciate these women, makes me feel that Kaiser Permanente truly wants women to maximize the joy and well-being in their lives.