CINCINNATI — In an improbable art-imitates-life twist, a new commercial for Lexington Clinic created by Eric Mower + Associates tells a touching, based-on-real-life story about how personal care from a doctor makes a difference.
The spot opens with a family around a restaurant table. A chime against a glass signals a speech. “Jenny and I wanted to say thanks,” says a man, as he and his wife clutch hands. “It’s been a long 18 months. So thanks for cutting the grass, taking the girls to soccer, for teaching yourself to do the laundry, for the cards and the casseroles and for all your love,” he says to each person around the table.
He raises his glass to the man sitting across from him: “And to you and your team, doc, thanks for saving her life.”
Watch the full spot here: http://bit.ly/1aIwpAG.
The ad’s concept came from EMA Senior Copywriter Courtney Tsitouris’ personal experience. Fifteen years ago, her mom was diagnosed with stage 4 breast cancer. After numerous unsuccessful attempts at treatment, she wanted to give up. Upon her doctor’s refusal to accept defeat, she had a bone-marrow transplant that led to a miraculous recovery after 18 months. She remains in good health.
“My mom’s doctor saved her life. When she recovered, my dad threw a party at the nicest restaurant in Cincinnati and invited everyone who helped us along that journey, including neighbors who took me to soccer practice and the doctor,” explained Tsitouris. “My dad made a toast that night, and the commercial script is quite literally the words he said that night.”
“This ad is not pushing the promise of technology or cutting-edge capabilities that drives so much healthcare marketing these days, but telling a personal story and connecting with viewers in an emotional way,” said Tim Quinlivan, creative director at EMA. “Lexington Clinic challenged us to capture a culture that’s truly driven by a commitment to connecting values and delivering personal care; that’s the value proposition.”
“From the moment we heard the concept, we knew it would be impactful,” said Pam Heet, senior director of Operations/Business Development at Lexington Clinic. “So many patients tell us that our doctors and staff know their names and their family, and that is what made a difference in their care. This commercial tells that story in a powerful way.”
The 30-second spot will run in Eastern and Central Kentucky into 2014.
Lexington Clinic is Central Kentucky’s oldest and largest group practice, with more than 225 providers offering primary and specialty care services. Founded in 1920, Lexington Clinic offers more than 30 specialties and operates offices in more than 30 locations throughout Central and Eastern Kentucky. For more information, visit LexingtonClinic.com.