Cactus & EEH create ‘This is Personal’ campaign

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Daryl Wilson, MD – Emergency Medicine

Creative advertising agency, Cactus, Denver, CO, partnered with Edward Elmhurst Health (EEH) to create a campaign with the theme, “Everywhere else, it’s healthcare. Here, it’s personal.”

The new work builds on their This is Personal campaign launched in 2019 to promote the cardiology service line of Edward-Elmhurst Health. The new creative encompasses the nature of the entire company.

The Cactus-created TV and radio spots will air on broadcast starting November 9th. Cactus also created print, digital and social ads, in addition to a new landing page on their website as part of the campaign.


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EEH is dedicated to providing an unmatched personal healthcare experience to its patients, which has been at the heart of the organization since its inception. Cactus utilized their Belief & Behavior Design ideology to identify the main challenge: the inhibiting belief among consumers that there is a lack of real differentiation among hospitals.

“Last year’s ‘this is personal’ message resonated with the client and its potential patients and led us to evolve the campaign messaging to ‘Everywhere else it’s healthcare. Here, it’s personal,’” said Jeff Strahl, Creative Director, Cactus. “In order to make Edward-Elmhurst Health stand out, we were not interested in playing a game of badges. Instead, we emphasized the brand as a leading healthcare provider by focusing on something truly unique, the culturebof the organization, and the compassion and care they provide to their patients.”

Executing the creative during Covid-19 posed a challenge to produce the spot for the new campaign. They weren’t interested in shooting a film where everyone’s faces were covered with masks, so they came up with the concept to film staff from behind for the majority of the spot, showing them always moving forward, confident and determined in their purpose to heal patients. Only at the end are the staff’s faces revealed to emphasize the personal nature of the care that EEH provides to its patients.

Sheri Scott, Associate Vice President, Marketing & Communications, Edward-Elmhurst Health, adds: “The Edward-Elmhurst Health vision is to provide a safe, seamless and personal experience for our patients. We are thrilled to have Cactus onboard to help us accentuate our personal commitment to caring for each patient. They’ve helped us to distinguish ourselves from other hospitals in the market by focusing on that unique aspect of our team. At EEH, you don’t just receive care, you are cared for by the staff, because for them, this is truly personal.”


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