Cone Health – Hygiene Campaign

Project:
Cone Health, like other healthcare systems around the nation, was experiencing a disturbing rise in hospital-borne infections. This resulted in longer patient stays and steadily increasing healthcare costs. Cone Health asked Redding Communications to develop a campaign to encourage hand washing, based on research showing that thorough and consistent hand washing is the best way to prevent the spread of these costly infections.

Key Needs:
Merely telling visitors, staff and patients to wash their hands wasn’t working. Cone Health needed a broad-based campaign that would reach multiple groups entering and working at the hospital and have a substantial impact on the rate of hand washing.

Solution:
We developed a multi-faceted award-winning campaign targeting all who enter the Cone Health System. The campaign centers on Dr. Germoutski, a friendly, character who appeals to both children and adults. His wild hair makes him look a little like a madcap scientist, drawing attention to the consistent message: “Wash hands. Save lives.” The colorful, eye-catching campaign included life-size cut-out displays of Dr. Germoutski making his plea at hospital entrances, as well as emails, flyers, videos and appearances by Dr. Germoutski at community events. As a result of this campaign, Cone Health reported a marked decrease in the number of hospital-acquired infections.

Additionally, this campaign received awards from the Carolinas Healthcare Public Relations & Marketing Society for excellence in healthcare marketing and for yielding a proven return on investment (ROI) for the health system. It was one of only six campaigns from all North and South Carolina hospitals to receive recognition over the last few years for proven ROI. The Dr. Germoutski campaign also was labeled as being among “some of the best proven ideas in healthcare marketing.”

Marketing Channels:
Video, posters, emails, lobby displays, flyers, information flyers/brochures and community events with Germoutski appearances