The goal at our hospital was to improve our stroke program, which we did through the addition of two key physicians and their supporting staff. Our stroke program went from one of the worst in HCA to one of the best in the nation.
As we improved the program we needed a way to effectively communicate to local EMS as well as the public.
I felt like the visual metaphor of a brain in an hourglass would do the job.
This ad campaign worked so well that we have seen competing hospitals copy us and use this concept we developed in their respective markets.