Princeton Community Hospital

CLIENT TASKING AND OBJECTIVES PROVIDED BY MARKETING

DIRECTOR:

Our administration wants to do an advertising campaign to promote our medical imaging

and lab services with the goal of building our volume for both services. The campaign
will primarily be concerned with medical imaging, but will include some mention of lab
and ER services, too.

Our project:

We’re planning to do a series of three related 30-second TV spots, each focusing on a

different aspect of the services.

1. The radiology team: “the doctors you know and trust.”

2. The advanced technology and quick turnaround times for diagnostic images and lab
tests, especially in relation to ER visits.
3. The Women’s Center and its imaging services tailored for women: digital
mammography, ultrasound, bone density testing.

A series of three supporting radio spots and three print ads would echo the messages of
the three TV spots. We want to emphasize around-the-clock access to service through
the ER and quick turn-around time on x-rays and lab tests (which means the patient is
treated sooner).

Our budget is $35,000 for TV and radio production. The graphic designer for the print
ads is on a separate contract, so that doesn’t have to come from this budget.

Our program:

1. We have a team of nine radiologists who have lived and worked in the area for years
and are very well known to our referring medical staff members, so we want to include as
many of their faces in the first spot as possible. We have an exclusive contract with these
docs, which is a major advantage over our closest competing hospital, Bluefield Regional
Medical Center, about 10 miles away in Bluefield, WV. BRMC currently uses temporary
traveling physicians and lacks the consistency and quality of service our team offers.

2. In terms of technology, we’re also the leader, but BRMC is close behind us.

- We have an American College of Radiology (ACR)-accredited fixed 1.5T MRI, which

means we can do scans 24/7, versus BRMC, who has to wait for a twice weekly visit
from a mobile MRI unit.

Edward Bowen April 16, 2008

Princeton Community Hospital

We also have:
- two CT scanners: one 64-slice and one 16-slice.
- ICAVL-accredited ultrasound.
- PET/CT scanner (visits once or twice weekly).
- Nuclear medicine/Nuclear cardiology.
- Vascular, invasive diagnostic and therapeutic procedures.
- General radiology with computerized imaging. (That means better quality images and
no x-ray films to be lost.)
- PACS (Picture archiving computer system – that means that the images can be sent
electronically to the ER, to nursing stations, to other physicians or hospitals, and viewed
on monitors by ER and consulting physicians within a very short period of time.)

We also offer a few other services, but I think we’ll be doing really well to cover the high
points already mentioned in one 30-second spot. Except for the fixed MRI and invasive
procedures, BRMC also offers all of the above, although they’re not even close to us on
the PACS.

3. We’re the current leader in the number of mammograms done in the county, but our
competitor has been aggressively promoting their digital mammography and related
women’s services.

- We have a spacious, modern, beautifully decorated Women’s Center where women can
go on an outpatient basis for testing. In addition to more privacy and a not-so-clinical
environment, it offers an ACR-accredited digital mammography unit. (Another one just
like it is located in the inpatient medical imaging department. Having two of them means
women don’t have to wait long for an appointment.)

We also have:
- ACR-accredited fixed 1.5T MRI with breast CAD, breast biopsy capabilities, and
pelvic MR.
- Stereotactic breast biopsy.
- Standard breast localization and biopsy.
- ICAVL-accredited ultrasound
- Bone density scanning.

Edward Bowen April 16, 2008

Princeton Community Hospital

SPOT 1 “All Here” – PROPOSED VIDEO TREATMENT

The advanced technology and quick turnaround times for diagnostic images and lab
tests, especially in relation to ER visits.

In this energetically paced spot, we see a series of representative images of specific

hospital services, equipment and facilities (CT Scanner, Ultrasound, PET/CT Scanner,
Nuclear Medicine, vascular invasive diagnostic procedure, emergency room, MRI, etc.)
Handheld camera, camera movement, lens variety, and professional lighting all add to the
depth and action. Physicians are seen, but here our focus is on the physical facilities and
technology.

Over this we hear a voiceover -

State of the Art Technology.

Rapid lab and imaging reports.

Access to services around the clock.

All here at Princeton Community Hospital.

Computerized imaging for better quality and reliability,

A Picture Archiving System that gets your report where it needs to be, when it
needs to be there.

The only regional hospital with in-house MRI.

And two CT Scanners ready for emergencies

We conclude on a wide shot of the entire hospital, logo graphic enters over.

The care you need, when you need it. Princeton Community Hospital.

SPOT 1 “All Here” – PROPOSED RADIO TREATMENT

Radio will consist of a lift from television soundtrack.

Edward Bowen April 16, 2008

Princeton Community Hospital

SPOT 2 “Radiologists” – PROPOSED VIDEO TREATMENT

The radiology team: “the doctors you know and trust.”

A series of individual, stylized video “portraits” of the nine Princeton radiologists, each
in a working environment, each posed facing the camera, artfully framed, professionally
lit, some slight and subtle camera movement to add depth and action. Each radiologist’s
name appears supered in a floating, subtly animated graphic. Over this we hear a
voiceover -

These are the faces of knowledge.

These are the faces of experience.

These are the faces you know and trust.

The faces of Princeton Community Hospital’s Medical Imaging Department,

doctors who are long-time members of our community, respected in their field,
and only at Princeton Community Hospital.

We conclude on a wide shot of the entire hospital, logo graphic enters over.

The care you need, when you need it. Princeton Community Hospital.

SPOT 1 “Radiologists” – PROPOSED RADIO TREATMENT

The radiology team: “the doctors you know and trust.”

With a music bed underneath, we begin by hearing, filtered and distant, the names and
credentials of the radiologists. This may be in their own voices, or it may be the voice of
the announcer, but these are heard throughout the spot underneath and woven within the
announcer as he says –

These are the professionals with the experience you need,

And the compassion you deserve.

Names you know and can trust

The radiologists of Princeton Community Hospital’s Medical Imaging

Department, doctors who are long-time members of our community, respected in
their field, and only at Princeton Community Hospital.

The care you need, when you need it. Princeton Community Hospital.

Edward Bowen April 16, 2008

Princeton Community Hospital

SPOT 3 “Women’s Center” - PROPOSED VIDEO TREATMENT

The Women’s Center and its imaging services tailored for women: digital mammography,
ultrasound, bone density testing.

We open on a medium shot of a woman, apparently at home in her dressing area. She is finishing
getting dressed, checking herself in the mirror, adjusting her scarf or jewelry. Over this we hear a
voiceover–

For comfort and privacy, they say there is no place like home.

We pan to follow the woman as she leaves the mirror, showing an outer room with a
mammography unit prominent, and revealing that she is actually in the woman’s dressing area of
the medical imaging department, post procedure. A technician enters to speak with her, and give
her the hospital’s signature pink rose.

Unless it’s the Women’s Center at Princeton Community Hospital.

We begin a series of images of the rest of the facility, emphasizing the décor of the Women’s
Center.

Our modern facility is spacious and beautifully appointed,

We see our patient in a hospital corridor, being escorted out by the technician. They shake hands
and the patient continues toward the exit..

Our care - compassionate and understanding. Our state-of-the-art equipment and

services include…

We now see representative images of the appropriate equipment, all embedded into the image of
the patient continuing down the hallway toward camera. Patients and physicians may be seen
when necessary, but at this point our focus is on the physical facility and technology.

Ultrasound

Bone density testing,

And two digital mammography units for convenient scheduling and quick results.

We conclude on a wide shot of the entire hospital, logo graphic over. Perhaps we see our female
patient exiting.

The care you need, when you need it. The Women’s Center at Princeton Community
Hospital.

SPOT 3 “Women’s Center” - PROPOSED RADIO TREATMENT

Radio will consist of a lift from television soundtrack.

Edward Bowen April 16, 2008