Beaumont Health, the largest health system in Michigan, has launched a new brand campaign focusing on the fighting spirit of its patients and empowering consumers to manage their health. Developed by the Detroit-based Doner agency, the campaign will debut in a 30-second advertisement during Sunday’s Super Bowl.
“Our new campaign is based on six research studies involving about 1,300 area consumers,” says Mark Bohen, senior vice president and chief marketing and communications officer of Beaumont Health. “The health care world has changed, Beaumont has changed, and consumers have new expectations to be more involved in their health. As the most preferred health care system in the region, Beaumont is uniquely suited to meet these new consumer needs with our connected network of medical experts, high-quality care, and access to the most advanced medical resources and technologies through our broad geographic footprint.”
The campaign is the first to define the new Beaumont Health, created through a merger of Beaumont Health Sysem, Botsford Hospital, and Oakwood Healthcare in September 2014. The advertisement, entitled “Never Settle,” will run in Southeast Michigan during halftime, and is intended to capture the “fighting spirit of Detroit and features Beaumont patients, physicians and employees, a celebrity voice with Detroit hometown ties, and a locally produced musical score.”
Detroit native Courtney B. Vance, who won his first Emmy Award for his lead role as attorney Johnnie Cochran in FX’s “The People v. O.J. Simpson: American Crime Story,” is the voice of the new Beaumont Health ad. The commercial’s music was produced by Yessian Music, a Metro Detroit-based global collective of producers, composers, music supervisors, research creatives and recording artists.