Case Study
"Lean On Me" - Sanford Children's Hospital
Situation:
In March of 2009, Sanford Health opened the doors of its new Sanford Children’s Hospital, serving patients and families from around the region in an environment built just for kids. Its unique architecture resembles a castle and the state-of-the-art facility includes family centers, playrooms, child-friendly technology and carefully-selected design and artwork throughout. L&S was challenged to generate excitement and interest surrounding the opening of Sanford Children’s Hospital in order to drive patients once the doors were opened. The challenge was to put focus, not only on the building, but the experience patients would receive once in Sanford’s care.
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The challenge was to put focus, not only on the building, but the experience patients would receive inside it. |
Solution:
Utilizing the popular original Bill Withers song “Lean on Me,” a campaign was developed to show how patients can lean on Sanford Children’s Hospital staff to care and comfort families through the difficult process of having a child in the hospital. In this story line, a nurse sees a little girl wanting to share her blanket with her big brother as he enters surgery and helps her by passing on that little piece of comfort to him.
Results:
Success measurements include Grand Opening event attendance and web analytics. The week-long Grand Opening events drew over 20,000 visitors from around the region. In addition, web traffic increased over 4 times in the months leading up to the Grand Opening during the initial airing of Lean on Me TV.
This campaign was also awarded a gold medal during the 26th Annual National Healthcare Advertising Awards in 2009.
