Shepherd Center and Atlanta Advertising Agency Win Healthcare Advertising Award
ATLANTA – Shepherd Center and Atlanta Advertising Agency Fredrick Swanston have been awarded two Healthcare Marketing Awards for their “Innovation Cannot Be Paralyzed” campaign and video, which debuted at the American Academy of Physical Medicine and Rehabilitation (AAPM&R) 2012 Annual Assembly in Atlanta last November.
The “Innovation Cannot Be Paralyzed” campaign was created to promote a new robotic walking device for people with paraplegia that is being tested at Shepherd Center in collaboration with a leading device manufacturing corporation. Shepherd Center’s Public Relations Department worked with Frederick Swanston to develop a 20-by-10-foot-exhibit to serve as the backdrop for periodic demos of the device during the AAPM&R conference. A special direct mail piece was sent to attendees prior to the event to precipitate interest in visiting the Shepherd Center exhibit. A two-and-a-half minute video was produced, and posted to social media sites, and played during the exhibit. Shepherd Center also hosted an event and tour at the Center for 50 select AAPM&R physicians that included a private demo of the device. Shepherd Center has trademarked the phrase, “Innovation Cannot Be Paralyzed.”
Shepherd Center and Fredrick Swanston won a Silver Healthcare Marketing award for a poster created for the “Innovation Cannot Be Paralyzed” campaign and MERIT awards for the campaign video.
The campaign reached nearly 2,000 physiatrists who were gathered in Atlanta in November at the annual meeting of AAPM&R – the national association for doctors who specialize in restoring optimal function to people with injuries to the muscles, bones, tissues and nervous system.
“Shepherd Center is proud to have been awarded such a prestigious honor in both the healthcare and advertising world,” said Larry Bowie, Director of Marketing and Public Relations at Shepherd Center. “Our main goal for the campaign was to market and present the robotic walking device to all of the physicians at the conference, so the awards just reaffirmed our efforts and the campaign’s effectiveness.”
Nearly 4,000 entries were received in this year’s Thirtieth Annual Healthcare Advertising Awards, which is sponsored by Healthcare Marketing Report. Silver awards went to 241 entries.
“To be recognized by the oldest and most widely respected healthcare advertising awards competition is an honor for both Frederick Swanston and Shepherd Center,” said Una Newman, senior account director of the Healthcare Division at Frederick Swanston.
Shepherd Center, located in Atlanta, Georgia, is a private, not-for-profit hospital specializing in medical treatment, research and rehabilitation for people with spinal cord injury, brain injury, multiple sclerosis, spine and chronic pain, and other neuromuscular conditions. Founded in 1975, Shepherd Center is ranked by U.S. News & World Report among the top 10 rehabilitation hospitals in the nation. In its more than four decades, Shepherd Center has grown from a six-bed rehabilitation unit to a world-renowned, 152-bed hospital that treats more than 935 inpatients, 541 day program patients and more than 7,300 outpatients each year.