Maasstad Hospital

Strategy

Spring decided to try to identify the essence of the added value that Schering-Plough and its portfolio could offer GPs and consultants. It emerged that Schering-Plough’s Organon product line offers a highly-varied product range. From contraceptive pill to vaginal ring and from Implanon to a birth control shot. In order to highlight all this expertise in a low-key way, Spring devised the campaign “Professionals for Professionals” to cover all the Schering-Plough services.

Campaign

Under the chosen theme of “Maasstad Hospital. Belongs to us all”, a different aspect of the hospital was showcased each quarter. Uniquely, radio was used to achieve this. Thanks to a series of commercials on RTV Rijnmond, combined with a broad mix of media, not a single Rotterdam resident (patient or doctor) could be unaware of what Maasstad Hospital stands for.