CREATIVE INFUSION.

In 1980 The Graham Group landed its first heath care account.

Health care marketing was a new frontier for both hospitals and advertising agencies.

The health care industry was changing rapidly and competition was fierce.

In those early years we learned a lot—both from our successes and our mistakes.

Over the past two decades we’ve worked with medical centers of every size,

producing award-winning, results-driven campaigns for a multitude of product lines and services.

We’ve handled physician and nurse recruiting, physician marketing and health insurance companies.

We’ve turn-keyed health care conventions, hospital grand openings and health fairs.

We’ve designed creative work in every medium and in 1995 added a web site development arm to our company.

Today there are few advertising agencies with the depth of experience we offer our health care clients.

And we have success stories to go along with each and every one.

Here’s just a small sample of our work.

Acadiana Institute of Cosmetic & Plastic Surgery Acadian Oaks Hospital, Lafayette, LAAcadiana Rehabilitation Association, Lafayette, LAAmedysis Home Health of LouisianaAzar Eye Clinic, New Orleans, LABaton Rouge General Medical Center, LA Bay Coast Medical Center, Baytown,TXBaytown Medical Center,TX Blue Cross and Blue Shield of Louisiana Bossier Ophthalmology Clinic, LA Brownsville Medical Center,TXCardiovascular Institute of the SouthChampion Healthcare, Houston,TXCharter Cypress Behavioral Healthcare SystemColumbia East Houston Medical Center,TXDauterive Hospital, New Iberia, LADePaul Covington Hospital, LADoctor’s Hospital, Opelousas, LADurham Regional Hospital, NCEast Jefferson General Hospital, Metairie, LAElmwood Medical Center, New Orleans, LAFeist-Weiller Cancer CenterFranklin Foundation Hospital, LAThe Emotional Health Center for Women, Lafayette, LAThe Fertility Institute, New Orleans, LAGarden Park Community Hospital, Gulfport, MSGeneral Health System, LAGreen Clinic, Shreveport, LAGulf South Health Plan, LAHealthcare International,Austin,TXHealthTrust, Inc., LAHealthworks Industrial Medicine, Gonzales, LAThe Heart and Fitness Center, Baton Rouge, LAHighland Park Medical Center, Covington, LAHumana Hospital, Lake Charles, LAIndependent Physicians Association of Lafayette, LAJameson Memorial Hospital, New Castle, PAThe Knee and Sports Medicine Center, Lake Charles, LALafayette General Medical Center, LALake Charles Memorial Hospital, LALakeland Medical Center, New Orleans, LA

Lakeside Hospital, Metairie, LALakeview Regional Medical Center, Mandeville, LALongview Ambulatory Surgical Center,TXThe Louisiana Cardiovascular Institute Louisiana Dental AssociationLouisiana Hand & Upper Extremity Institute, Shreveport, LALouisiana Healthcare ReviewLouisiana Health SystemLouisiana Society of AnesthesiologistsMedical Center of Southwest Louisiana, Lafayette, LAMethodist Hospital, New Orleans, LAMinden Medical Center, LAThe Neurology and Sleep Clinic, Shreveport, LAOrlando Regional Cancer Center, FLThe Orthopedic Center, Lake Charles, LAOpelousas General Hospital, LAParagon Healthcare System Professional Research Consultants, Omaha, NEPsychiatric Institutes of AmericaRapides Regional Medical Center,Alexandria, LA Rapides Women’s and Children’s Hospital,Alexandria, LA Rehabilitation Hospital of Baton Rouge, LARiverview Medical Center, Gonzales, LASt. Francis Medical Center, Monroe, LASt. Mary Hospital, Port Arthur,TXShreveport Eye Clinic, LASlidell Memorial Hospital, LASouth Central Regional Medical Center, Laurel, MSSummit Hospital, Baton Rouge, LATerrebonne General Medical Center, Houma, LATerre Haute Regional Medical Center,Terre Haute, INTexas Children’s Hospital, Houston,TXThibodaux Hospital and Health Centers, LAUnited Healthnet USAble Life Insurance, Little Rock,ARWest Calcasieu Cameron Hospital, Sulphur, LAWestpark Hospital, Hammond, LAWillis Knighton Medical Center, Shreveport, LAWoman’s Hospital, Jackson, MSWoman’s Hospital, Baton Rouge, LAWomen’s & Children’s Hospital, Lafayette, LA

3 0 Y E A R S O F H E A LT H C A R E E X P E R I E N C E

THE CLIENT: Woman’s Hospital

THE CHALLENGE: Communicate the superior technology and care provided by

Woman’s Hospital in terms the consumer could understand and appreciate.

OUR THINKING: We didn’t want to fill the ad with technical terms of equipment

that sounded great but had no real emotional hook.We had witnessed real time

emergencies and knew that if we could capture that drama in a print ad, it would

speak volumes about the hospital’s “expertise” without ever using the word.

WHY IT WORKED: Grown men wept.This ad was on every bulletin board

in every OB doctor’s office. Showing a tubed baby can be done with taste

and compassion. Every picture tells a story, the trick is to tell it well.

Neo-natal Intensive Care is alerted.

Two hours later, contractions are four minutes apart. Fetal Monitor read out—BABY IS IN STRESS.“What are my baby’s chances?”“He only needs one.”The decision to section is quickly made.

Fifty-seven minutes later a tiny 1 lb. 3 oz. baby girl is one floor above her mother in the safe, warm womb of the only Level III intensive care unit in this city. For three weeks she has the full-time, round-the-clockattention of board-certifiedneonatologists and highly-trainedneonatal critical care nurses. They are her surrogate mothers.They are her guardian angels.

Family and friends call it a Miracle.We call it Being There.

Her name is Laura Kathryn and she’s going to be a heartbreaker.

Expecting The UnexpectedIs What We Do Everyday.

Sunday, 3:15 a.m.A young couple rushes through the doors of Woman’s Hospital.

The woman is chalk white, all color is drained from her face.

Her husband stammers to the nurse, “My wife - I think she’s—

she’s having a miscarriage.”Those words spoken,

the young woman begins to cry.

Quickly, the nursing staff takes charge.“Have you notified your doctor?”

“How many weeks pregnant?”Orders are given, questions answered

and in less than 20 minutes the woman is in a labor room.

Her doctor is enroute to the hospital. Panic has been replaced with

anticipation by the sure, quick,compassionate actions

of everyone around her. “Yes, we have a heart beat.”

“Contractions are seven minutes apart.”Just 21 weeks pregnant,

her water has broken.

THE CLIENT: Texas Children’s Hospital

THE CHALLENGE: Develop an exciting nurse recruiting event to promote the

benefits of working at Texas Children’s Hospital.

OUR THINKING: We wanted to create a one day event with a theme that

reflected the hospital’s core values and commitment to children and at the

same time communicate the opportunities the hospital offered. Our theme

was “Color Your World.”

WHY IT WORKED: An invitation set the tone for this job fair that featured guest

speakers, interviews, a luncheon and door prizes.The creative elements took

the traditional recuiting process and raised it to another level. It felt special.

It was special. Over 1200 nurses attended the event.

THE CLIENT: Lafayette General Medical Center

THE CHALLENGE: Go heads up with a local children’s hospital and compete

for share of market.

OUR THINKING: We needed to let the consumer know that the hospital

was very specialized and could handle the entire gamut of pediatric issues.

The series visually and in copy identifies the three main groups of pediatric

patients, infants up to two years old, children 3 to 7 and children 7 to 12.

Each ad addresses the hospital’s expertise in specific areas.

WHY IT WORKED: The playfulness of the visuals worked well to help build

the pediatric brand. Pediatricians surveyed after the campaign reported

a significant increase in inquiries about the hospital.The E.R. also saw an

increase in the number of pediatric admissions.

www.lafayettegeneral.com289-8600

From soup to nuts, you’ll find the most

comprehensive pediatric program here at

LGMC. With an excess of 50 years

experience in pediatric services, we continue

to be the choice of parents and physicians

for health education, nutrition, pediatric

injuries and other products and services

designed with kids in mind. Add to that our

pediatric emergency room services, pediatric

subspecialists and the only Pediatric Intensive

Care Unit in this region, and you’ll see why

more parents choose LGMC. When it

comes to kids, we’re letter perfect.

If your child is seriously injured or ill, Lafayette

General is your choice for the highest level of

pediatric care. In fact, more hospitals transport

seriously ill children to Lafayette General than

any other hospital in Acadiana. With the only

Pediatric Intensive Care Unit in the region, we’ve

made a tremendous commitment to our

community to provide the very best in technology

and care. Our pediatric critical care specialists

are trained to assess and stabilize children of all

ages and our pediatric nurses provide the strong,

sure hands of experience with compassion and

tenderness. Growing children need a healthy

foundation. Thanks to your support, we’ve

been building on ours for almost 100 years.

www.lafayettegeneral.org289-8600

No other hospital stacks up to us when it comes to pediatric care.

www.lafayettegeneral.org289-8600

for hundreds

What makes us the best hospital for pediatricsubspecialties? Let us spell it out for you.When your child needs a specialist, we don’tthink you should have to leave town or waitseveral weeks for someone to come to Lafayettefor a one day clinic. There is a definite needfor children’s specialists and we’re filling thatneed. Pediatric specialists in fields such ascardiology, pulmonology, and neurology are

bringing criticalexpertise toyoung patientsand theirfamilies. And

LGMC provides the area’s only pediatricintensive care unit. Through our continuedcommitment, we’ve dramatically raised the bar in pediatrics.It’s all about choice. Together we’re choosingwhat’s best for our children.

We spell hope of kids.

THE CLIENT: Acadiana Institute of Cosmetic and Plastic Surgery

THE CHALLENGE: Increase inquiries regarding the various cosmetic

procedures offered.

OUR THINKING: Dr. Odinet was new in the market.We wanted something

very edgy to cut through the clutter and get the phone to ring.

WHY IT WORKED: Everyone could relate to the message. Dramatic

photography isolated the subject matter, two lines of copy said it all.

These ads had the whole town talking, increasing his business and

upping his profile in the community.The ads won several awards and

were recognized nationally and regionally.

She called them laugh lines.

Nothing’s that funny.

For information and consultations regarding laser skin resurfacing, facelifts, eyelid surgery and

nasal surgery call us at 337-234-8648.Lafayette, LA

Acadiana Institute ofCosmetic

and Plastic SurgeryKenneth Odinet DDS, MD

BOARD CERTIFIEDAMERICAN SOCIETY OF PLASTIC

AND RECONSTRUCTIVE SURGERY

BOARD CERTIFIEDAMERICAN BOARD OF OTOLARYNGOLOGY -

HEAD AND NECK SURGERY

FELLOWSHIP TRAINED

AMERICAN SOCIETY FORAESTHETIC PLASTIC SURGERY

He called them love handles.

Get a grip.

For information and consultations regarding liposuction and body sculpting call us at 337-234-8648, Lafayette, LA

Acadiana Institute ofCosmetic

and Plastic SurgeryKenneth Odinet DDS, MD

BOARD CERTIFIEDAMERICAN SOCIETY OF PLASTIC

AND RECONSTRUCTIVE SURGERY

BOARD CERTIFIEDAMERICAN BOARD OF OTOLARYNGOLOGY -

HEAD AND NECK SURGERY

FELLOWSHIP TRAINED

AMERICAN SOCIETY FORAESTHETIC PLASTIC SURGERY

Something no one ever noticed.

The color of her eyes.

For information and consultations regarding breast reductions, liposuction and body sculpting

call us at 337-234-8648.Lafayette, LA

Acadiana Institute ofCosmetic

and Plastic SurgeryKenneth Odinet DDS, MD

BOARD CERTIFIEDAMERICAN SOCIETY OF PLASTIC

AND RECONSTRUCTIVE SURGERY

BOARD CERTIFIEDAMERICAN BOARD OF OTOLARYNGOLOGY -

HEAD AND NECK SURGERY

FELLOWSHIP TRAINED

AMERICAN SOCIETY FORAESTHETIC PLASTIC SURGERY

THE CLIENT: Louisiana Health System

THE CHALLENGE: Build awareness for three satellite minor emergency centers.

OUR THINKING: We needed to let consumers know that these walk-in clinics

were for minor, non-threatening emergencies. Humorous outdoor let us quickly

establish our positioning.

WHY IT WORKED: Simple type and bold colors grabbed everyone’s attention.

The centers were busy from day one and in the second week saw a need

to expand their hours of operation.

“We don’t mind making rash decisions.”

223322--CCAARREETThhee MMiinnoorr EEmmeerrggeennccyy CCeenntteerr

Southpark at Pinhook Rd. • Evangeline Plaza • LGMC E.R.

“We’re ready to discussa very sore subject.”

223322--CCAARREETThhee MMiinnoorr EEmmeerrggeennccyy CCeenntteerr

Southpark at Pinhook Rd. • Evangeline Plaza • LGMC E.R.

“If you have a little pull,we’ll let you in.”

223322--CCAARREETThhee MMiinnoorr EEmmeerrggeennccyy CCeenntteerr

Southpark at Pinhook Rd. • Evangeline Plaza • LGMC E.R.

THE CLIENT: Rapides Regional Medical Center

THE CHALLENGE: Build awareness for cardiac emergency services.

OUR THINKING: Our goal was to communicate the regional aspect of the

service and position the client as the hospital of choice for cardiac care.

WHY IT WORKED: The white space really emphasized that lone helicopter

rushing to save a life. It also said regional loud and clear. Readers quickly

understood the importance of being a designated transport center and

the superior care cardiac patients receive.

When a heart attack strikes, time is not on your side. How well you recoverwill depend on how fast you’re treated.As a member of the CENLA CardiacEmergency Network, your doctor at your local hospital can diagnose yourcondition and stabilize your heart. But, the race against time is not over yet.Your local hospital may still need totransport you to Rapides RegionalMedical Center for additional tests andtreatment. That’s why the transport systemof the Network plays such a vital role in the heart attack treatment process.

The transport system solves your needfor quick heart attack treatment. Throughthe use of ground or air ambulances, your local hospital is able to transport youto the Heart Team at Rapides RegionalMedical Center in no time at all.

The Network transport system helps yourlocal hospital give you what you needmost during a heart attack. Time.

For more information about the Network, call your local participating hospital.

TIME FLIES WHEN YOU’REHAVING A HEART ATTACK.

The following marks are Graham Group original concepts and designs

THE CLIENT: Baytown Medical Center

Branding for a maternity program. Included newsletters, signage and collateral materials

THE CLIENT: Women’s and Children’s Hospital

Branding for specialty hospital. All applications.

THE CLIENT: Louisiana Health System

Branding for large regional health care system. All applications.

THE CLIENT: St. Mary’s Hospital

Branding for a line of heart-healthy frozen foods distributed through the hospital.

Included packaging and collateral material.

THE CLIENT: Women’s and Children’s Hospital

Branding for after-hours walk in minor emergency center. Included radio and television, signage.

THE CLIENT: RehabNetwork

Branding for an orthopedic rehab center. All applications.

THE CLIENT: Woman’s Hospital

Branding for a comprehensive prenatal education program. Included collateral material,

newspaper and specialty items.

THE CLIENT: Lafayette General Medical Center

THE CHALLENGE: Position LGMC as the leader in cardiac care and educate

the public on the various components of their comprehensive program.

OUR THINKING: We did not want a traditional cardiac campaign.We needed

something fresh, with a more sophisticated look.Without showing the typical

E.R. or O.R. shot, we wanted the reader to get their technological superiority

through design and compelling copy.

WHY IT WORKED: Using movie titles that everyone quickly recognized,

we immediately connected with our demographic.The series (five in all) had

the community anxiously awaiting the next ad.The hospital even had people

phoning in ideas for others in the series.And yes, cardiac services felt the push,

with doctors from other hospitals asking for privileges and utilizing both the

Cath lab and surgery suites.

WHAT LIES BENEATH

Cardiac Cath Lab.One of the most complex aspects of treating heart disease occurs in the diagnostic phase. It is in our cath lab that we are able to look deep into the inner workings of the cardiovascular system. This requires critical technology andintense training to accurately identifyand pinpoint compromised arteries and blocked vessels. Just as important, cath lab technology is constantly being improved and refined. When it is, without hesitation, it is introduced at Lafayette General. This commitment has put us in the Top 100 Heart Hospitals in America. Better still, it has put us first in your heart.

in our cath lab.

www.la fayet tegenera l . com

b

A TOP 100 H E A RT H O S P I TA L

Find out

HEAVEN CAN WAITCardiac Rehab. It may be your second chance at life.

Surgery or medical treatment has saved

your life. Now rehab helps you build a

new one. Along with your cardiologist

and pulmonologist, our team of cardiac

rehab nurses, exercise specialists, respiratory

therapists, and clinical nutritionists design

a rehabilitation program individualized for

your lifestyle and recovery goals. The road

to recovery from heart disease will find

us there at every step. The hundreds

of miles we have journeyed with our

patients makes us all wiser and stronger.

For more information about our cardiac

rehab program call us at 289-7390.

our heart programis adding yearsto lives.

www. la fayet tegenera l . com

b

A TOP 100 H E A RT H O S P I TA L

Everyday,BRAVE HEARTSgo into battle.

Cardiovascular Surgery. Acadiana now knows what we at Lafayette

General have known all along. As one of the

Top 100 heart hospitals in the nation, we’ve

been leading the way in cardiac surgery for over

thirty years. In fact, we were the first hospital in

Acadiana to perform open heart surgery and

have consistently been first to introduce new

procedures and technology. Our real strength

comes from our team of cardiac specialists.

Working alongside the most experienced cardiac

nurses, these cardiologists and cardiovascular

surgeons provide unparalleled precision and care,

so critical during these intricate procedures.

In the battle against heart disease, you won’t

find a better ally. For information about all

our cardiac services, call us at 289-7390.

www. la fayet tegenera l . com

b

A TOP 100 H E A RT H O S P I TA L

For a copy of our

current healthcare reel,

call us at

1-800-324-7143

To learn more about us,

visit our website

graham-group.com

i d e a s

i m a g e

i n n o v a t i o n

1-800-324-7143