You want me to fill this cup?
A bold new advertising campaign from HealthPartners, a Twin Cities based healthcare system, is causing a buzz in this market. The campaign features a number of creative aspects, including upside-down billboards, videos posted on YouTube and a six-foot tall urine sample cup called “Petey P. Cup.” (see photo below). The campaign is designed to draw attention to the system’s online patient services (read more at the Minneapolis St. Paul Business Journal). The surprising aspect of the campaign isn’t its creativity. It’s that the creative idea made it all the way through the onerous approval process typical of most healthcare organizations and survived. Whether or not it will bring success is a blog for another day. Regardless, kudos to the marketing leaders and organizational leaders for having the courage to do something different. 