Mercy Hospital is a longtime Miami institution. HCA, the nation’s largest provider of healthcare services, has breathed new life into the hospital after acquiring it recently.
Mercy Hospital was perceived as an outdated brand that solely catered to the elderly. The reality, however, was far different: Mercy was one of the best places to have a baby in the entire region, boasting excellent outcomes, top-tier technology, luxurious private rooms and beautiful, waterfront views.
In billboard, print and direct mail, we ran a “blind, teaser” campaign touting Mercy’s maternity services in the style of a luxurious resort. The ads directed women to visit a website—MyFirstClassDelivery.com—for more information and to sign up for a tour. Once the visitor landed on the website, we revealed the Mercy brand.