| Title | Fielder's Choice |
| Agency | Brokaw |
| Campaign | CoxHealth. Experts. Friends. Neighbors. |
| Advertiser | CoxHealth |
| Brand | Brand Campaign |
| Posted | November 2005 |
| Business Sector | Hospitals, Healthcare facilities & Medical Services |
| Tagline | CoxHealth. Experts. Friends. Neighbors. |
| Philosophy | Well, we used the facts that they are locally owned and operated, have 9,000 plus employees, and were founded in Springfield; meaning they are more vested in the community than the competition. Therefore, our strategy became: CoxHealth strives to provide clinical excellence to the community because, after all, its their community too. To bring this strategy to life, we created a surprisingly simple brand image campaign for CoxHealth that eschews the typical health care approachshots of high-tech equipment, doting doctors and smiling patientsto focus on the hospital systems distinct community-focused mission. Shot on location around Springfield, the spots feature actual doctors in real-life roles such as Boy Scout leader and Little League coach to bolster the strong connection between clinical excellence and community roots. The campaign, which includes television, radio, print and outdoor, is punctuated with the new tag line: CoxHealth. Experts. Friends. Neighbors. |
| Problem | Establishing a recognizable brand position in the health care market is no easy task. So we were especially challenged to differentiate our client, CoxHealth, from a competing hospital that is equal in clinical capabilities and isnt just in the same town, Springfield, Missouri, but on the same street. Whats more, we had to find a way to unite all 63 CoxHealth entities under one brand, and use that size as an advantage. |
| Media Type | Television |
| Length | |
| Market | Americas, United States |
| Art Director | Brian Gillen |
| Director | Peter Odiorne |
| Director | Jeff Odiorne |
| Copywriter | Eric Schlauch |
| Creative Director | Pat Pujolas |
| Agency Producer | Michelle Snyder |
| Editor | Peter Odiorne |
| Production Company | Phasmatrope Studios |
| Editing Company | Alkemy X |