Beaumont’s new brand campaign, with the tagline, “Never Settle,” is the result of extensive qualitative and quantitative research conducted over the past year.
“Our new campaign is based on six research studies involving about 1,300 area consumers,” said Mark Bohen, senior vice president, chief marketing and communications officer, Beaumont Health. “The health care world has changed, Beaumont has changed, and consumers have new expectations to be more involved in their health. As the most preferred health care system in the region, Beaumont is uniquely suited to meet these new consumer needs with our connected network of medical experts, high-quality care, and access to the most advanced medical resources and technologies through our broad geographic footprint.”
The campaign captures the fighting spirit of patients, and focuses on empowering consumers to manage the health care of themselves and their families. It features patients, physicians, employees and volunteers from throughout the health system – more than 30 people participated in the production, which was filmed at the Royal Oak and Troy hospitals.
The ad also features voiceover by Detroit native Courtney B. Vance, who won his first Emmy Award for his lead role as attorney Johnny Cochran in FX’s “The People vs O.J. Simpson: American Crime Story.”
The ad was developed by the Detroit-based Doner agency. “The Doner team is so excited to launch this new campaign for Beaumont Health,” said David DeMuth, CEO and president, Doner. “As long-time members of the greater Detroit community, we all have stories of how Beaumont has made a profound impact on the lives of family and friends. This campaign was inspired by those stories and the ‘Never Settle’ shared values among Beaumont’s staff, patients and the community.”
The ad’s music was produced by Yessian Music, a Metro Detroit-based global collective of producers, composers, music supervisors, research creatives and recording artists.
Celebrated documentarians Ben Lowy and Marvi Lacar of Pogo Pictures based in Decatur, Georgia, directed, filmed and photographed the TV ad and associated print, outdoor and digital components of the campaign.
The campaign includes a :30 second television spot, :30 and :15 second radio spots, outdoor (billboards), print and digital advertising. The campaign will run through the year, timed take advantage of higher periods of viewership and/or traffic.
Watch the :30 television spot here.