Monza Hospital is part of the Italian Hospital Group “Policlinico di Monza” and is specialized in providing complex surgery services and advanced imagistic investigations using the latest generation of medical technologies.
Positioning Monza Hospital as a state-of-the-art medical institution, given the fact that it has brought together some of the most reputed cardiologists and cardiac surgeons in Romania.
Our experiential event strategy focused on emotion, creativity and uniqueness to create awareness of the medical services, build trust in the medical team and also promote the new imagistic technologies that the hospital had been equipped with.
Live heart surgery broadcast for the journalists
We organized a two-part event that took place on the same day: the press conference in the morning and the official dinner for business top managers in the evening.
It was the first time in Romania that a press conference included a live heart surgery broadcast. The surgeons explained the journalists the whole procedure and 10 days after the press conference they provided a patient evaluation report that kept journalists emotionally connected and focused on the Monza Hospital inauguration event. Following the press conference, due to the high relevance of the event that we organized, we generated a powerful PR opportunity and we got free coverage of the press conference on the major national television networks, in primetime.
Creative teasing and tango passion for the business top managers
We started building a story around the event with a teaser campaign containing visual elements and messages that were also to play an important role during the event. The invitees received cards reading: “This is not a red dress/guitar/wine. This is a red alert”. When they arrived at the inauguration event, the hotel lobby was filled with mannequins in red dresses, carrying messages connected to hearth health.
For the entertainment part of the evening we chose a tango number, because we felt that tango was the only dance that absolutely needed 100% synchronization between partners to be a success. Thus we translated the relationship patient-hospital-doctor into an exceptional artistic performance.
At the end of the event, all guests received a personalized bottle of red wine and gift cards offering free imagistic investigations (also pointing out that Monza Hospital was using the newest imagistic technology in Europe). In 3 months, more than 50% of the inauguration dinner guests returned to the Monza Hospital for various medical investigations for them and their families.