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BtoB's Best - Print Campaign (less than $200,000): St. John Providence Health System

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St. John Providence Health System Agency: Publicis Indianapolis Campaign: Magazine inserts Launch date: September 2011 Creative credits: Creative director: Sara O'Neill; associate creative director: Mike Sherman; senior account supervisor: Margo Schmidt Why we liked it: Too much information can be a bad thing in an ad, with the exception of inserts meant to provide multiple pages of content. These inserts for St. John Providence Health System give readers an in-depth look at how the healthcare provider can help with various diseases and conditions. We appreciated the straightforward, no-nonsense tone of the copy. A section on cancer reads: “You have the diagnosis. Now what?” Elsewhere, a subhead reads: “Why you should choose us.” With matters of life and death, the straight sell is pretty much the only way to go.
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