“That’s what she said” campaign garners unexpected national attention


Waynesville Health was shocked at a sudden surge in web traffic and social media mentions after the launch of their latest patient testimonial campaign titled: “That’s What She Said.”

Waynesville Health director of marketing, Garth Sanders, remarked, “We know for a fact that reaching women is critical to the success of almost any healthcare marketing campaign. They wear the pants, so to speak, when it comes to making healthcare decisions. We needed a campaign that not only spoke to women, but was spoken by women. After a month of brainstorming we came up with ‘That’s what she said,’ a campaign that focuses on testimonials from women who’ve experienced the compassionate care of our hospital and clinics.”

While outdoor, print and television advertising played an important role in the campaign, the element that really took off was social media, specifically twitter. “We asked consumers to tweet about the healthcare decisions they’re faced with,” said Sanders. “And, we were stunned at how quickly our #ThatsWhatSheSaid hash tag took off. We see hundreds, if not thousands, of tweets and retweets each day.”

“We don’t try to understand every tweet that rolls in,” Sanders added. “They make sense within the context of their respective conversations. We’re just excited to see our brand penetrate the market and social media community in such powerful manner.”

A quick search of the #ThatsWhatSheSaid hash tag reveals the impressive reach of this campaign. Results include:

  • It’s been a while since you’ve used it that way. #thatswhatshesaid
  • You’ve been at it for hours are you finished yet? #thatswhatshesaid
  • This outcome is most unimpressive. #thatswhatshesaid
  • Sweet mother of pearl! I don’t even know what to say! #thatswhatshesaid

Ad graphic: That's What She Said“Credit must be given where it’s due,” Sanders added. “Our graphic design intern, Jeremy, really drove this concept. Fresh out of college, we were floored by his innovative thinking. Not to mention his modesty.” When the Weekly Probe caught up with Jeremy during his holiday break we asked for his thoughts on the campaign.

“I don’t feel like I can take total credit for the concept,” Jeremy commented. “In fact I’m a little shocked at how the team latched on to it. During a brainstorm session someone suggested a lengthy title and Garth said, ‘That’s way too long.’ I replied, ‘That’s what she said.’ And the rest is history, I guess.”

Modest indeed.

One Comment;

  1. HC said:

    I don’t know if you’re trying to give “Saturday Night Live” a run for its money (or maybe “The Onion”?), but I laughed out loud. Your top 10 marketing/ad campaigns likewise HAVE to be made up?! Well done!