In 2013, we wanted to increase positive brand awareness for our client, HealthCare Partners Nevada throughout the Southern Nevada community. Given the demands of the ever-changing communication channels, we needed to develop an all-encompassing endeavor to reach our target audiences. The challenge prompted us to create a multifaceted campaign, ranging from the tried-and-tested medium of television to the quick, instant nature of the web. The result: an award-winning campaign recognized by the ADDY's and PRSA.
Our campaign was centered around the pillar of quality care: the doctor-patient relationship. It was built on the foundation of telling one-of-a-kind stories about the brand, directly from the patients who lived it and doctors who supported them.
Preparing a brand for an integrated campaign.
Technology has changed the way people are engaging with media. They're no longer sticking to televisions, radio and newspapers. They're consuming media through smartphones, tablets, laptop and desktop computers, fostering a marketing landscape filled with unique challenges and its own set of constraints. With this in mind, we focused on discovering ways to successfully reach all patients, analyzing the characteristics of each medium and discovering the most-effective way to display our message.
Going native in a digital environment. It was important for us to make contact with each patient on any device at any time. We developed numerous methods to keep each element was optimized for its respective device. We ensured our campaign's components, such as videos and photographs, fit the corresponding screen size. We made it our priority to make each aspect of the campaign native to its proper environment.
The results, a brand that inspired an industry.
Our "I AM" campaign took home multiple awards from the PRSA's and ADDY's. We were able to reach our consumers with seamless native ads on a variety of platforms. Our strategic marketing campaign nearly doubled the goal of growing the existing patient-base and, once again, raised the bar in the healthcare industry.
Behind the scenes.We filmed for an entire day and had fun in the process. We brought in a variety of patients and doctors to effectively influence multiple market segments and stuck to our core values as a team to COLLABORATE as one to develop an award-winning campaign.
TV Spots
HCP-TV
In-clinic Support
Using every communication outlet available, we pioneered HCPTV, a closed-caption programming network developed and managed by our marketing team that is streamed across all clinics. We kept patients infotained through the use of authentic content, including provider interviews, infographics, and media clips. HCP-TV Sample 1HCP-TV Sample 2HCP-TV Sample 3
