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Challenge:
St. Rose Dominican Hospitals, part of the Catholic Healthcare West
family, asked NAS to break through the boredom of healthcare advertising in the Las Vegas market.
After meeting with the client, NAS Creative was impressed with the group's openness to humor and the
desire to show the virtues of St. Rose in a more progressive context.
Solution:
Beginning with our proprietary Demand Chain-an extensive discovery
process that allows us to customize deliverables-we developed a series based upon St. Rose's clinical
therapy program using dogs to boost patient morale. NAS invented a clinical therapist, a yellow
Lab named "Goldie," to serve as a mascot for St. Rose. Placed in custom photo situations, Goldie's
interactions corresponded to St. Rose's employer of choice values (e.g., compassion, communication
and recognition). This turned out to be the "lightning in the bottle" everyone was looking for.
Results:
Goldie became a branding
icon for St. Rose Dominican Hospitals. A tremendous
anticipation was building both internally and
externally, as new ads appeared monthly in key
professional trade publications. In the client's own
words, "These ads have put St. Rose on the map."
NAS provided a unique employment brand and
established St. Rose Dominican Hospitals as a major
player in the U.S. and Canada.
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