American Marketing Association of Las Vegas

User-Generated Video Campaign Plays Key Role in Hospital Rebrand Promotion

Menlo Park, Calif.-based Stanford Children’s Health, formerly known as Packard Children’s Health Alliance, has launched a nationwide marketing campaign to communicate its recent rebranding effort and, through its expansion, the organization’s proximity to Bay Area families. The campaign, entitled Extraordinary Care for Extraordinary Kids, encourages parents to create personalized video messages for their kids—whether they’re patients or not—and share them through social media.

Marketing Health Services caught up with Jeannine D’Addario to learn more about why user-generated video is a cornerstone of the campaign, engaging employees in the rebranding effort, and how proximity to care affects patient outcomes.

Q: Now that Packard Children’s Health Alliance has been rebranded as the Stanford Children’s Health, most Bay Area homes live within 10 miles from access to a Stanford Children’s Health physician. How does proximity to care affect patient outcomes and patient/physician engagement?

A: What this proximity represents is really a new model for the delivery of high-quality care in America. It has long been known that quality care that’s more accessible—and in outpatient settings near where families live—reduces costs, increases convenience, and creates a better patient experience. … Stanford Children’s Health now has expanded access for all children and expectant mothers … That value is huge. Children throughout Northern California with complex health conditions can now see cardiologists, urologists, neurologists, pulmonologists and more without having to travel to Lucile Packard Children’s Hospital Stanford in Palo Alto for each specialty.

The experience of providing care close to where families live can even have an effect on outcomes. Research from our gastroenterology team shows that liver transplant patients are more likely to have positive outcomes when quality care is more accessible closer to where the patient and their families live.

Q: How does the new Stanford Children’s Health brand fit into the overall strategy of delivering health care within Stanford Health? What are you doing to engage employees in the rebranding effort?

A: The Stanford Children’s Health brand was created to build awareness for the organization and accessibility of our network specialty service centers, across our hospital partnerships and with Lucile Packard Children’s Hospital Stanford at our core … [and] the brand leverages the strength of Stanford University, Stanford Medicine and our top-ranked medical school.

Our efforts to launch and communicate the brand have extensively involved our staff and physicians. We not only launched new naming and branding, but we also launched an all-new Stanford Children’s Health website. … We also brought the campaign right into our locations and communities. This was accomplished through elevator wraps, banners, construction site wraps, employee e-mails, a new employee magazine entitled Heads, Hands & Hearts,as well as branded vests for all employees.
Q: Along with the expansion, Stanford Children’s Health launched the Extraordinary Care for Extraordinary Kids campaign. What was the goal of the campaign? What results have you seen so far?

A: Much of our campaign effort in digital media focused on helping parents find a physician who is locally accessible. We’ve seen increases in our Web traffic, appointment scheduling and physician referrals since the campaign began. … Our TV ads focused on four of our centers: Heart, Transplant, Neurology (Brain and Behavior) and Cancer. Our TV spots told stories of kids who are kids despite their difficult condition. The TV ads reinforced … our knowledge of the needs of children and their parents.

Q: What was the impetus for using user-generated video content as the cornerstone of the campaign? Why do you think this was an effective tactic for health care messaging?

A: The user-generated video content was a way for us to help parents share their own extraordinary kid stories and bring them more deeply into our Extraordinary Care for Your Extraordinary Kid campaign. These aren’t stories about the epic stuff of geniuses and prodigies, but really, [they’re] about the little things that maybe only a parent notices and quietly celebrates every day. It’s the things that make their child so special to them. … We wanted to provide a way for parents to share the stories of their kids, whether they were patients or not. What we found was that parents not only wanted to create multiple videos, they also wanted to share them with their friends, family and social media connections, as well as broadly across our curated video pages. To date, we’ve seen nearly 1,000 videos created and more coming in daily.

This was originally published in the September 2014 issue of Marketing Health Services e-newsletter.
About the author:
Melody Udell is the managing editor of the AMA’s magazines and e-newsletters. She can be reached at

Categories: Advertising,AMA News.