Senior-Focused Primary Care - Integrated Campaign
Partners in Primary Care

133% business growth in a single year

Where we started

Inventing a whole new category of care.

Coffee and calendars and message platforms. Modern life can drive you nuts. Now imagine you’re a senior who just wants to have a thoughtful, respectful conversation with a doctor. Ain’t going to happen. Until now. Partners in Primary Care is innovating. Creating a new sort of health care experience that spoke to seniors. But the competition was coming, and Partners in Primary Care needed to claim the model before other brands jumped in.

Where we made an impact

We were born to seize the moment.

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

44 MM Total Impressions

Senior-focused care. Locally focused media.

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.

0.18% Digital Click-through Rate
185% Increase in New Site Users

Real voices, real seniors, real stories.

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.

10.68% Social Engagement Rate
79% Video Completion Rate

We didn’t just launch a campaign. We created a category.

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.

More Work