We helped coin the phrase “Senior-focused primary care” and went to market with it, designing, executing and optimizing an integrated campaign that launched a category. Heinrich designed, executed and optimized a fully integrated marketing campaign that positioned Partners in Primary Care as the premier provider of primary care health services to Medicare beneficiaries

The core of the media strategy was to focus on hyper-local channels that let us reach seniors within a five-mile radius of the centers. Our spots launched the whole idea of senior-focused care and helped people understand why access to it was such a big deal. Media dollars were prioritized by channel to align with the consumption habits of the target audience and to ensure enough pairs of eyes actually saw our work.

Our content team interviewed patients, doctors and other members of the care team, creating videos, blog posts and articles that spoke seniors’ language, because they told seniors’ stories. Much of this content was used to foster engagement on the Partners in Primary Care’s social channels that Heinrich managed and other hyper-local media buys.

This market was poised for growth. And we helped own the opportunity, educating and attracting an audience with a message they wanted to hear. Finally, primary care was built with their needs in mind.