The Elliot Hospital
UNIFYING BRAND AND DIGITAL CONTENT ACROSS A GROWING HEALTHCARE SYSTEM
Objective
Build awareness and trust in The Elliot’s services among patients and referring providers in the Manchester, NH area, including both heart care and labor and delivery as core pillars of care. The campaign aims to position The Elliot as the first choice for high-quality, minimally invasive heart care and trusted maternity and delivery services, highlighting decades of local expertise and a strong reputation for compassionate, expert care.
Learn more about The Elliot
Solution
A 360 campaign spanning a mix of channels including TV and radio, social media and digital advertising, and out-of-home (OOH) marketing.
Agency: KingFish + Partners
Creative Director: Scot Forbes
Every patient.
Every day.
WINNER:
Best Integrated Campaign-Healthcare & Pharma, Silver
Conceptual Framework
THEME: TRUST & COMPASSION
“The Elliot Pledge” conveys a sense of responsibility and integrity, reminding viewers that they are in capable hands. The simple directness of the gesture and the symbolism make this image easy to understand and remember, ensuring it leaves a warm impression on the audience.
I set out to create something that felt genuine, local, and deeply human. By building the campaign around real Elliot doctors and real community connections, we shaped a message rooted in trust, care, and decades of expertise.
THEME: INNOVATION & TECHNOLOGY
Using a map of Manchester to allude to the cardiovascular system under an x-ray, this concept cleverly ties in opportunities to showcase the innovative technology and practices of The Elliot in the collage (the heart) while also alluding to the locality (the veins).
THEME: ADVANCED EXPERTISE
After a successful surgery at the Elliot Heart and Vascular Center, patient “Michael” is recovering well and back to doing what he loves - enjoying a morning hike with his family, running after grandchildren, and simply living a joyful life.
THEME: LOCAL & MODERN
By emphasizing Manchester, it assures local residents they can access world-class care without leaving their community. The phrase “in the heart of Manchester” is a clever play on words, linking the ad’s focus on heart/vascular care with its commitment to the local community. The outline of New Hampshire with a heart icon further reinforces this connection. The combination of bright, clean typography and medical imagery conveys cutting-edge technology while remaining approachable.
Local Visibility, Digital Reach
After finalizing the creative, we launched a multi channel campaign to bring our message into the daily lives of the community. Spanning digital, billboard, and transit placements, the goal was to make The Elliot’s commitment to trusted heart care visible, memorable, and deeply felt throughout Manchester and the surrounding area.
Labor & Delivery
Goal:
“SNHH’s The Birthing Place is the best place to have your baby and will give you the care and support you need close to home.”
Elements:
Visual Impact: Does it evoke the desired emotion?
Message Clarity: Are the headline and tagline clear and compelling?
Brand Alignment: Does it adhere to the hospital's branding guidelines?
Readability and Accessibility: Is the text easy to read and the layout user-friendly?
THEME: “FROM A to Z”
The Entire Journey
Playfully connects the journey from early pregnancy imaging, to welcoming your newborn- emphasizing the wide range of support.
Every step, we’re there.
Alternative options:
Bump to Bundle
Bump to Bliss
Belly to Birth
Belly to Binkies
Baby Bump to Bedtime Stories
Baby Bump to Bundle of Joy
Preggers to Peekaboo