Healthcare Provider

Case Studies, Print/OOH

Work

The challenge.

When our client asked us to help them open a network of primary care facilities that catered to senior-focused healthcare, a highly competitive and confusing marketplace, we knew if we were going to reach and win over this audience, we needed to think like a retailer, to break through the clutter and give people a reason to believe.

details

Categories: Case Studies, Print/OOH

Approach

To get attention and gain traction, the creative needed to be quick and to the point. We didn’t want to confuse the audience with all of the technical reasons our client was a better alternative, so the goal was to make an emotional connection with our audience and get them to engage with our brand to learn more about how we were changing the healthcare experience, as they knew it. We needed to leverage the best in retail marketing with the emotional power of health concerns among our audience.

In addition, we didn’t want to overtly disparage the competition, since we knew people in this community have strong bonds with their doctors. In the end, just two words were needed. The rest of the “You Deserve” concept practically wrote itself. We thought, “how could we relate this idea to people in any simpler terms?” We played off the frustrations that seniors have been expressing about the healthcare system and their doctors for years. Of course, if we were going to establish and maintain trust, we were going to have to deliver on the promise—instead of shying away from this we embraced it.

Patients are becoming more selective, engaging only with healthcare companies that recognize and treat them as valued customers. As a result, we launched a campaign engaging seniors in all the channels they want: direct mail, TV, outdoor, radio, online and print ads that all drove to a new website we designed and built to make it easier for seniors to learn about our approach, find a convenient location and sign up for a tour or informational appointment. We invited seniors to come in and visit our new clinics, tour the facilities and meet with our nurses, physicians and administrators in person. We were hopeful the experience would match the promise. And it did.

Approach

To get attention and gain traction, the creative needed to be quick and to the point. We didn’t want to confuse the audience with all of the technical reasons our client was a better alternative, so the goal was to make an emotional connection with our audience and get them to engage with our brand to learn more about how we were changing the healthcare experience, as they knew it. We needed to leverage the best in retail marketing with the emotional power of health concerns among our audience.

In addition, we didn’t want to overtly disparage the competition, since we knew people in this community have strong bonds with their doctors. In the end, just two words were needed. The rest of the “You Deserve” concept practically wrote itself. We thought, “how could we relate this idea to people in any simpler terms?” We played off the frustrations that seniors have been expressing about the healthcare system and their doctors for years. Of course, if we were going to establish and maintain trust, we were going to have to deliver on the promise—instead of shying away from this we embraced it.

Patients are becoming more selective, engaging only with healthcare companies that recognize and treat them as valued customers. As a result, we launched a campaign engaging seniors in all the channels they want: direct mail, TV, outdoor, radio, online and print ads that all drove to a new website we designed and built to make it easier for seniors to learn about our approach, find a convenient location and sign up for a tour or informational appointment. We invited seniors to come in and visit our new clinics, tour the facilities and meet with our nurses, physicians and administrators in person. We were hopeful the experience would match the promise. And it did.

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