VCU Medical Center Ad Campaigns Win National Awards

By Pamela DiSalvo Lepley
Division of University Relations

The Virginia Commonwealth University Medical Center and its advertising agency Neathawk Dubuque & Packett (ND&P) have won numerous awards for their collective work on two comprehensive marketing campaigns — “Every Day, A New Discovery.®” and the medical center’s new Critical Care Hospital.

These campaigns have been honored with awards from major marketing and communications organizations and industry publications.

“We are proud that the work we have done in partnership with Neathawk Dubuque & Packett to spread the word about our world-class health care professionals and state-of-the-art facilities has garnered the attention from marketing organizations nationwide,” said Dr. Sheldon Retchin, CEO of the VCU Health System and vice president of VCU Health Sciences. “Our key messages about new discoveries and taking critical care to new heights really capture what we’re all about as an academic medical institution and allow us to highlight the superior patient care we deliver every day.”

“We consider it an honor and evidence of a job well done to win these awards, as well as a privilege to have the prestigious VCU Medical Center as a client,” said Susan Dubuque, president of ND&P. “Having clients who trust us the way the VCU Medical Center does allows us to create terrific and effective advertising campaigns.”

The “Every Day, A New Discovery.” branding campaign included “red-letter-day” advertisements in the form of print, television and outdoor/environmental displays that highlighted real patients whose lives were changed on the day they discovered advanced health care at the medical center.

The Critical Care Hospital campaign featured print and television advertisements, billboard, Web site and a special 30-minute television special that showcased the brand new, 15-story, state-of-the-art facility, which is the only one in Virginia dedicated solely to critical care.

Awards list

Healthcare Marketing Report 26th Annual Healthcare Advertising Awards
(www.hmrpublicationsgroup.com/Healthcare_Marketing_Report/hmr_awards_competition.html)

• Best of Show, Total Advertising Campaign with Television
• Gold Award, Magazine Ad/Series
• Gold Award, Total Advertising Campaign
  Merit Award, Poster
  

2008-09 Hampton Roads ADDY Awards (www.advertisingepidemic.com)

• Gold Award, Out-of-Home Campaign
• Gold Award, Newspaper Campaign, Color
• Gold Award, Out-of-Home
• Silver Award, Newspaper, Fractional Page, Color
• Silver Award, Television, Local
• Silver Award, Television, Local, Campaign

15th Annual Communicator Awards (www.communicatorawards.com)

• Gold Award of Excellence, Commercials – Hospital (over 200 beds)
• Gold Award of Excellence, Outdoor/Environmental Advertising – Billboard
• Silver Award of Distinction, Print Advertising – Advertorial
• Silver Award of Distinction, Commercials Campaign – Promotional/Branding (up to three pieces)
• Silver Award of Distinction, Advertising Print Campaign (up to three pieces)
• Silver Award of Distinction, Advertising Print Campaign (up to three pieces)
• Silver Award of Distinction, Promotional Branding
• Silver Award of Distinction, Integrated Campaign – Business to Consumer
• Silver Award of Distinction, Outdoor/Environmental Advertising – Mall/Airport/Transit/Bench

2009 Hermes Creative Awards (www.hermesawards.com)

• Platinum Award, Integrated Marketing Campaign
• Platinum Award, Integrated Marketing/Company Branding

Marketing Healthcare Today magazine’s 2009 Aster Awards (www.asterawards.com)

• Gold Award, Newspaper Advertising – Series
• Gold Award, Outdoor Transit – Single
• Gold Award, Television/Video Advertising – Series
• Silver Award, Total Advertising Campaigns
• Bronze Award, Television/Video Advertising – Single

Sixth Annual Service Industry Advertising Awards (www.siaawards.com)

• Gold Award, Outdoor/Transit Advertising
• Silver Award, Total Advertising Campaign
• Bronze Award, Television Advertising – Series

30th Annual Telly Awards (www.tellyawards.com)
Silver Award, Local TV and Cable, Hospital (over 200 beds)
 
Virginia Healthcare Marketing and Public Relations 2009 Measure of Excellence Awards (www.vshmpr.com)

• First Place, Advertising/Marketing Campaign
• Second Place, Advertising/Marketing Campaign
• First Place, Print Advertising
• Second Place, Print Advertising
• Second Place, Television Advertising
• Third Place, Television Advertising
• First Place, Outdoor Advertising
• Second Place, Outdoor Advertising
• Third Place, Outdoor Advertising