ANNOUNCING A TIE-UP AMERICAN HOSPITAL DUBAI WITH AN EXCITING CAMPAIGN TO GET EVERYONE TALKING.
THE CHALLENGE
Patients faced with complex medical challenges in the UAE and the Middle East region who required highly specialised medical care were inclined to seek treatment from hospitals in the US or Europe. American Hospital Dubai, a premier private healthcare center in the Middle East, sought to instil patient confidence while assuring them the best of medical care. In 2016, American Hospital became the first healthcare organization in the Middle East to join the Mayo Clinic Care Network. We needed to communicate the new collaboration with an announcement campaign that sought to change perceptions.
APPROACH
Our campaign planning began with a key insight: that people prefer to get their healthcare close to home. The new collaboration aimed to help people in the UAE gain the benefits of Mayo Clinic expertise without having to travel to a Mayo Clinic facilities in the US. We were ready to help people take that big decision of their lives - because with the new partnership the hospital's physicians were able to collaborate and leverage the expertise of Mayo Clinic Care Network for the betterment of patients in the UAE and surrounding region.
SOLUTION
The message 'The Future of Healthcare is Here' made the big announcement while giving a new hope with a promise of world class care. The Print and OOH campaigns portrayed the collaboration with the magical palm of healing representing Mayo Clinic Care Network and the levitating logo of American Hospital-Dubai. The TV campaign focussed on how the tie-up was going to deliver extraordinary care and better health in the Middle East.
