The “Heroes of Healthcare” advertising campaign, produced by Nashville-based DNA Creative Marketing, brings excitement and intrigue to the mundane world of healthcare information systems.

Utilizing a tongue-in-cheek approach, the four print ads created for Healthcare Management Systems, Inc., depict healthcare workers as super heroes. Characters include Doctorious, IT Avenger, The RN Flash and Super CEO. The campaign is currently running in healthcare trade publications, while fans and followers can find collectible posters and trading cards at industry tradeshows. A website,, also provides biographical information for the over-the-top personalities and allows users to nominate their very own heroes.

“Who says healthcare has to be boring? We featured a streaker in an ad for a power wheelchair company a couple of years ago,” said Dale Addy, Partner at DNA Creative Marketing. “Creativity knows no bounds, and neither should healthcare advertising. It is certainly refreshing to have clients like HMS who are not afraid to take risks.”

The creative team for the campaign includes:

  • Creative Director: Dale Addy
  • Art Director: Dale Addy
  • Copywriter: Carey Moore
  • Photographer: Wolf Hoffmann

Healthcare Management Systems, Inc., is a healthcare company that provides an information technology system, which integrates clinical and financial applications on a single IBM platform to over 500 community hospitals nationwide. Since 1984, the HMS has helped caregivers deliver quality care at the right time and place with an emphasis on improving patient safety and financial performance.

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