Lindsay, Stone & Briggs Turns Health Care Advertising on Its Head

news RELEASE

For Release: January 31, 2007

Contact: Amy Rohn

Chris Schellpfeffer

608.251.7070

Lindsay, Stone & Briggs Turns Health Care Advertising on Its Head

New Marshfield Clinic TV All about Living Well

MADISON, Wis. –A newTV campaign for Marshfield Clinic, one of the largest group medical practices in the nation, upends traditional healthcare advertising. The ads from Madison, Wisconsin-based Lindsay, Stone & Briggs (LSB)connect the ultimate benefit of healthcare -- the ability to live a rich full life -- with memorable moments.

The three executions feature an unforgettable moment between a father and his young son on a lake, a once-in-a-lifetime split at a bowling alley, and the spoils of wearing a “kiss the cook” apron at the bar-b-que.

The campaign,running in select Wisconsin markets, are vastly different from typical health care advertising that focuses on failing health or on a healthcare institution’s recent “best of” award.

“We set out to create ads that make you feel good when you watch them,” said Bill Winchester, LSB’s VP/Creative Director. “In most health care advertising, the benefit of health care is that it takes you from sick to well. In this campaign, the ultimate benefit of health care is being well and enjoying life. We want people to feel good when they interact with the Marshfield Clinic brand.”

“LSB’s creative work is fantastic,” said Al Chaney, Marshfield Clinic Director of Marketing. “We were looking for a fresh and relevant approach to communicating with our health care consumers. We leveraged our extensive market research to develop this campaign that positions Marshfield Clinic as the health care provider that offers patients the best opportunity to live a rich, full life. These ads deliver the positive message.”

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Marshfield Clinic TV campaign

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“We found out people don’t really like health care advertising, so in these ads you have no idea it’s a health care message until the end,” noted Winchester. “Up until the payoff, all you know is that you feel good watching them.”

The TV campaign will be followed by print and outdoor executions.

Lindsay, Stone & Briggs is a marketing communications agency specializing in brand-based consumer insights and their strategic and creative application. Marketers from the Fortune 100 to strong regional brands hire LSB to tackle their toughest challenges because of our cutting-edge approach and effective solutions.

The Marshfield Clinic system consists of 41 patient care, research and education facilities in northern, central and western Wisconsin, making it one of the largest comprehensive medical systems in the United States.

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Editor’s note: Video files are included on the enclosed disc. You can also access the spots via this link

CREDITS:

Client:Copywriter:

Marshfield ClinicLee Schmidt

Agency/Location:Agency Producer:

Lindsay, Stone & Briggs/Madison, Wis.Faith Williams

Creative Director:Director:

Bill WinchesterMike Neleson

Art Director:Production:

Mike BassCrossroads Films / Los Angeles

Butcher Edit

Music/Sound Design:

Pixel Farm Music