HCA Healthcare Campaign Invites You to Take Control of Your Health

HCA Healthcare UK has partnered with creative agency Motel to launch their first brand ATL campaign after a competitive pitch process earlier in the year.

Research showed that few people, even those eligible to choose them through their private medical insurance, know that they have the option to request HCA UK for their care. So the campaign aims to introduce the brand to the UK for the first time, while letting people know they can take control of their health by choosing a new standard of healthcare.

Directed by the duo behind Witness (Ben Hanson and Simon Frost), the film commits HCA UK’s brand promise to paper. Not by the hand of a Doctor or nurse, but instead written by the very latest in cutting edge surgical robotics. Their microscopic attention to detail is further demonstrated across scenes of patients receiving ‘The HCA UK treatment’ across a number of HCA UK hospitals and medical facilities.

From two parents seeing their eight week old child for the first time projected onto the wall in front of them, to a comfortable and calming cancer ward with views across London. Whilst the Da Vinci robot takes centre stage, a range of HCA UK’s very own clinical specialists, surgeons and top consultants all feature in the 50 and 30 second TV ads and longer form social spot, demonstrating with authenticity exactly what sets the HCA UK treatment apart from other private healthcare providers. 

The OOH and Print creative builds further on exactly what ‘Get the HCA UK treatment’ means in practice. Demonstrating the benefits for patients of choosing HCA UK to help support and treat them across a number of different services from Cardiac-care, Cancer-care, Healthcare for Women, Orthopaedics and GPs. The OOH will run in London, Birmingham and Manchester for a period of eight weeks. With the print featuring in a number of publications from The Times, Daily Telegraph, The Observer and The Guardian to name a few. 

The campaign also stretches to Social and Programmatic, running across YouTube, Facebook and Instagram and with a series of contextually targeted display ads. The social films unpack each of the key areas of specialism incl. Cardiac-care, Cancer-care, Orthopaedics and Healthcare for Women.

As part of the new brand ATL campaign, HCA UK are also unveiling their new brand identity as part of the shift to become One HCA. The new branding creates a shared identity and a shared reputation within the UK. 

"This first brand campaign for HCA UK created by the brilliant team at Motel, unlocks a big moment for the brand, connected with the wider transition to empower more patients to take control of their health by choosing our extraordinary standard of healthcare through our network of private hospitals, outpatients and medical centres.” said HCA UK VP of marketing and patient experience, Abigail Comber. 

Motel creative director Dan Kenny said, “Distilling any company down to a few words is always tough. But getting to the heart of one at the forefront of complex cutting edge medical treatments that save lives every day is a daunting prospect. That’s why all of us at Motel are incredibly proud of the new brand platform for HCA UK, and incredibly grateful for all the HCA UK team who took the time to help us get there. Coaxing a very expensive robot designed for surgery into writing our copy is hopefully just the start of an exciting and long running campaign.” 

Motel founder and CEO Rob Smith added, “Until now HCA Healthcare UK has been less well known than its world leading individual hospitals such as The Portland, The Lister, London Bridge, The Harley Street Clinic, The Wellington and The Harborne. The launch of the ‘Get the HCA Healthcare UK Treatment’ is the first step towards changing that.”