Home is Where the Heart Is.

1 02 2011

Just yesterday my new “favorite” spot launched in the Sioux Falls and Sioux City DMAs. It’s :60 and was designed to promote the services of one of the nation’s top cardiac hospitals (according to Thomson Reuters) and let area residents know they have some of the country’s best heart care close to home. The catch?  It never actually takes you inside the hospital. 

Why? Because as consumers we cannot actually judge the quality of care by review of technology, a long list of credentials or tour of the cath lab. And let’s be honest, now that some of our favorite TV shows have taken us into the ER, OR and all other parts of a hospital, the monitors, shiny metal and bright lights are not all that sexy.

Then comes the question of quality. How do we measure it?  And what does it look like at the end of the day?  I would say my discharge — going home, back to my life and family — is what really constitutes a quality outcome for me. That’s just the story that unfolds as you watch the scenes of one man’s life reflected off the car windshield as he journeys back home with his wife.

This spot required a unique casting call. We were not only looking for a 50+ male but also his extended family and access to his home movies! That’s right, all of the family footage belongs to our “patient.” So in a way, it really is his journey.

You can check it out at http://www.youtube.com/watch?v=IdtaNBPY3J8. I would love to know what you think.

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