NEW S RELEASE
For Release: January 31, 2007
Contact: Amy Rohn
Chris Schellpfeffer
608.251.7070
Lindsay, Stone & Briggs Turns Health Care Advertising on Its Head
New Marshfield Clinic TV All about Living Well
MADISON, Wis. – A new TV campaign for Marshfield Clinic, one of the largest group
medical practices in the nation, upends traditional health care advertising. The ads from
Madison, Wisconsin-based Lindsay, Stone & Briggs (LSB) connect the ultimate benefit
of healthcare -- the ability to live a rich full life -- with memorable moments.
The three executions feature an unforgettable moment between a father and his young
son on a lake, a once-in-a-lifetime split at a bowling alley, and the spoils of wearing a
“kiss the cook” apron at the bar-b-que.
The campaign, running in select Wisconsin markets, are vastly different from typical
health care advertising that focuses on failing health or on a healthcare institution’s
recent “best of” award.
“We set out to create ads that make you feel good when you watch them,” said Bill
Winchester, LSB’s VP/Creative Director. “In most health care advertising, the benefit of
health care is that it takes you from sick to well. In this campaign, the ultimate benefit of
health care is being well and enjoying life. We want people to feel good when they
interact with the Marshfield Clinic brand.”
“LSB’s creative work is fantastic,” said Al Chaney, Marshfield Clinic Director of
Marketing. “We were looking for a fresh and relevant approach to communicating with
our health care consumers. We leveraged our extensive market research to develop this
campaign that positions Marshfield Clinic as the health care provider that offers patients
the best opportunity to live a rich, full life. These ads deliver the positive message.”
(more)
Marshfield Clinic TV campaign
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“We found out people don’t really like health care advertising, so in these ads you have
no idea it’s a health care message until the end,” noted Winchester. “Up until the
payoff, all you know is that you feel good watching them.”
The TV campaign will be followed by print and outdoor executions.
Lindsay, Stone & Briggs is a marketing communications agency specializing in brand-based
consumer insights and their strategic and creative application. Marketers from the Fortune 100 to
strong regional brands hire LSB to tackle their toughest challenges because of our cutting-edge
approach and effective solutions.
The Marshfield Clinic system consists of 41 patient care, research and education facilities in
northern, central and western Wisconsin, making it one of the largest comprehensive medical
systems in the United States.
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Editor’s note: Video files are included on the enclosed disc. You can also access the spots via
this link http://post.pixelfarm.com/Butcher/MarshfieldClinic/
CREDITS:
Client:
Marshfield Clinic
Copywriter:
Lee Schmidt
Agency / Location:
Lindsay, Stone & Briggs / Madison, Wis.
Agency Producer:
Faith Williams
Creative Director:
Bill Winchester
Director:
Mike Neleson
Art Director:
Mike Bass
Production:
Crossroads Films / Los Angeles
Butcher Edit
Music/Sound Design:
Pixel Farm Music