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Genesis Health System

Genesis Health System is based in Davenport, Iowa, and provides health services to a 10-county region of Eastern Iowa and Western Illinois, known as the Quad Cities. Genesis Health System operates a hospital with two campuses in the city of Davenport, as well as hospitals in Silvis, DeWitt, and Aledo, and Jackson County Regional Health Center in Maquoketa, Iowa.

Shortly after the merger in 1994, into Genesis Health System we were asked to develop a marketing and advertising campaign to promote the system.

The “life happens” campaign was the result of research into the community's needs and the public's perception of the health system and its competitors. Rather than try to out yell the competitors; only tout fancy equipment (they had one of the first Gamma Knife's in the country); or, promote a doctor’s credentials, the campaign focused primarily on being there in the community no matter what healthcare needs its neighbors had. The campaign also focused on promoting preventative programs that were unique to Genesis. Such as healthy diet programs and pre-registering children to save time in case of an emergency. An outdoor billboard element of the campaign promoted a sense of community within the area, for example, by congratulating a competitor hospital on winning a national award.

Produced while at Mousetrap Advertising & Marketing.

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