I was watching a TV ad last night for a local hospital and groaned to the wifus as the fifth obligatory shot of a doctor group hit the screen. You’ve seen it before — the blue scrubs, four or five smiling heads. (Proper smiling is harder than surgery for some.) The only things that set this spot apart from the hundreds of other interchangeable hospital spots was the fact that each doc/nurse held a card containing a smiley face. And each smiley face was on what I thought was an outline of the state of NC. My wide told me it was a smiley face on a heart outline. A Valentines heart.
She thought it cute. Me not some much.
What was the muscle memory of the ad, which I think was created for Pardee Hospital? If the cards they held were hearts, I’m assuming they have a cardiology practice. Otherwise, the only take-away was they have a lot of white people working there, and 12.3% black. And they can all stand up. The copy way gobbledy, the visuals deafening in their silence, no idea and, frankly, no heart. “We’re Here” advertising at is worst.
The state of the advertising art in healthcare continues to be at an all-time low. Search What’s The Idea? posts for comments about Memorial Sloan Kettering Cancer Center to see that even the best practitioners are lagging. Pity.