Nemours Children’s Health is a top winner in Modern Healthcare’s 2022 Healthcare Marketing Impact Awards
Awards for Nemour’s children’s campaign, The Journey, a reflection of a bold new vision to redefine children’s health
JACKSONVILLE, Fla., November 7, 2022 /PRNewswire/ — Nemours Children’s Health has won a trifecta of awards from Modern Healthcare. The 2022 Modern Healthcare Marketing Impact Awards recognize outstanding marketing, advertising and communications campaigns that advance the goals of healthcare organizations and advance the health of individuals and communities.
Nemours Children’s Health received the Gold Award for Video Campaign of the Year in the Provider/Insurer category for its The Journey campaign. Nemours Children’s Health also received a Silver Award for “Raising Resilient Kids” in the Provider/Insurer category for Digital Campaign of the Year and a Bronze Award for “The Journey” in the Provider/Insurer category for Print Campaign of the Year. Each was executed by branding agency Nemours Children’s, TILT, which won Agency of the Year.
The winners will be presented in the November 7th Print edition of Modern Healthcare magazine and online at ModernHealthcare.com/ImpactWinners.
“Our bold vision of creating the healthiest generations of children by going well beyond medicine was brought to life through this campaign across multiple channels and audiences,” said R. Lawrence Moss, MD, FACS, FAAP, President and CEO of Nemours Children’s Health. “Nemours Children’s is honored to be recognized as one of the best in healthcare marketing because it has attracted the interest of many audiences who can join us on this journey to make a difference in children’s health for the better.”
Nemour’s “Well Beyond Medicine” philosophy expands on the scientific evidence that a child’s environment, from diet to education to transportation, is a critical factor in the quality of his or her health over a lifetime. The creative campaign engages and educates audiences on the importance of transforming children’s health by going well beyond medicine to address the 80 percent of children’s health that is determined by factors outside of healthcare.
“Nemours Children’s Health believes that by working together – providers, educators, parents and thought leaders – we can and will transform children’s health by going beyond medicine and improving the health of the world in which every child lives,” said Gina Altieri, Executive Vice President and Chief Communications Officer. “The ideas presented in this campaign stem from the execution of our strategic plan and from the way we involved our employees at all levels in its creation. It is encouraging to see these ideas recognized at these awards.”
A series of creative communications, including an extensive print campaign designed by TILT, demonstrated how everything in the children’s world affects children’s health. Visuals that are uplifting and positive were captured as a snapshot of life from a child’s perspective. A new slogan – “Well Beyond Medicine” – represents the positioning of the brand. The print campaign was part of a broader, integrated omnichannel campaign that also encompassed TV, radio, out-of-home and social media. The print ads ran in both parenting and thought-leadership publications throughout the Delaware Valley and Central Floridawhere the multi-state pediatric system has free-standing children’s hospitals.
“Great creative and strategic work requires great partnerships, and we are incredibly grateful to have had the opportunity to work with visionary leaders like Dr. Larry Moss and Gina Altieri at Nemours Children’s Health,” said LawrenceJames, CEO and Managing Partner, TILT, a brand and creative consultancy. “Her commitment to transformation, her courage to push bold ideas forward and her confidence in our process resulted in a strong brand platform and identity development. The work truly speaks to the essence and vision of the organization from the inside out and has the longevity needed to be brought to life in actions and communications for years to come. We are proud to be recognized as part of their amazing story.”
“The Journey” – Gold Award for the video campaign of the year
The Journey campaign ran both 15-second and 30-second television commercials in the Delaware Valley and Central Florida markets. These and other versions have also been used across programmatic video and social media channels. For programmatic videos, this campaign generated over 10 million impressions and over 6,000 interactions in the Florida Market. The Delaware Valley market had over 20 million impressions and over 8,500 interactions. The same videos had ad placements on Facebook and Instagram as promoted posts, reels and stories and generated over 10 million impressions.
The print campaign of the year wins the Bronze Award
The print campaign started in Mid September 2021 with the launch of out-of-home, audio, video, digital and social media placements. In the advertisements, the call to action was to direct the audience to Nemours Children’s website, Nemours Children’s Health. Direct traffic to the website increased by approximately 55 percent in the first two months of the campaign’s run.
The digital campaign of the year wins silver
The Raising Resilient Kids video series was inspired by the gold medalist Michael Phelps and his wife Nicole, a mental health advocate and parents of three young children, who realized their children needed extra support to cope with the overwhelming emotions they were experiencing during the COVID-19 pandemic. Through a long-standing partnership, the Michael Phelps Foundation has worked with Nemours Children’s Health to create short conversational videos that share practical advice to help parents and families address common concerns about children and their social-emotional health .
“We have our own experiences of the mental health and challenges that have arisen during the pandemic that has not only affected us but also our children,” he shared Michael and Nicole Phelps. “As parents of three young boys, we know how important it is to help our children learn and manage their emotions in a healthy and resilient way. We are proud to offer these videos that help families become more resilient.”
The Phelps sat down with Nemour’s child psychologist, Dr. Roger Harrison and dr. Megan Walls to address some of the most pressing questions and common experiences parents have. Questions include, “How can we help children deal with disappointment in a healthy way?” and “What is the best way to help them cope with difficult times?”
Answers and advice are provided in the four-part video series themes: Dealing with Disappointment, Helping Children Calm Down, Preparing Children for Change, and Building Empathy in Children. Each five-minute video offers expert-approved advice and actionable tips that families can use at home.
The video series “Raising Resilient Kids” starts at the same time Michael Phelps’ Appearance at the HIMSS Global Health Conference in March 2022 in Orlando. The Phelps Foundation and Nemours Children’s Health promoted the video series through owned and earned media channels from March to March May 2022. The video series is live at Nemours.org/MichaelPhelpsFoundation.
“Marketing has become so much more than a billboard, a few well-placed flyers, and important sponsorships of community events,” he said Mary Ellen Podmolik, publisher of Modern Healthcare. “This year’s Modern Healthcare Marketing Impact Awards winners have distinguished themselves by finding creative ways to cut through the noise with messages that are personal, educational and often a call to action. As the industry focus expands towards improving the overall health of communities and clinical care, these are some of the organizations and campaigns to emulate.”
For more information, visit: Nemours – Nemours press releases (mediaroom.com).
About Nemour’s children’s health
Nemours Children’s Health is one of the nation’s largest multi-state pediatric health systems, encompassing two standalone children’s hospitals and a network of more than 70 primary and specialty physician practices. Nemours Children’s seeks to transform children’s health by adopting a holistic healthcare model that leverages innovative, safe, quality care while caring about whole child health beyond medicine. Nemours Children’s also operates the world’s most visited website for child and adolescent health information, Nemours KidsHealth – the most visited website on the Internet about children’s health.
Established through the legacy and philanthropy of Alfred I. duPont, the Nemours Foundation provides pediatric clinical care, research, education, advocacy, and prevention programs to the children, families, and communities it serves. Visit Nemours.org for more information.
About modern health care
Modern Healthcare is the most trusted brand for business news and information in the healthcare industry. Modern Healthcare empowers healthcare leaders and influencers to make timely and informed business decisions. To learn more or to sign up, go to www.modernhealthcare.com/subscriptions.
SOURCE Nemours Child Health