Healthcare isn’t just a hot button topic in our culture; it’s perhaps THE hot button topic. With the wave of change and transformation, it’s never going to be the same. Marketing that keeps pace can’t stay the same either.
Internally, the healthcare industry is facing greater challenges such as rising costs, constantly-changing revenue models, additional regulation, and an increasingly self-informed healthcare consumer. Provider organizations, and all businesses aligned with healthcare, have to adapt to the market.
We work with healthcare brands that don’t simply intend to react to and change with the market, but who intend to lead it. Our efforts have three central areas of focus:
Branding: Create an ownable brand promise that can be communicated to consumers, and to constituencies, including staff, physicians and volunteers.
Differentiation: Offer consumers, physicians, staff, and the communities served reasons to choose our clients over the competition.
Response: Our messaging is always, always created to elicit a response from the intended audiences. To help accomplish this, we use primary and secondary research, test our messages with consumers, and set up analytics to measure ROI, KPIs and other relevant factors.
Some of the clients we’ve worked with in healthcare marketing include:
- Kootenai Health
- Northwest Cryobank
- Center for Reproductive Health
- Inland Northwest Health Services
- St. Luke’s Rehabilitation Institute
- Northwest Ob-Gyn
- Healthcare Resource Group
Kootenai Health Orthopedics Campaign
As Idaho’s only Certified Center of Excellence for hip and knee replacement, Kootenai Health’s orthopedics services offer a number of benefits: modern facilities, board-certified physicians, and quick recovery key among them. Their challenge? Communicate these benefits to potential patients in an engaging way.
Certainly, Kootenai Health could have created messaging focused on services, facilities, equipment and so on. But that’s what a typical health care brand would do, and Kootenai Health doesn’t believe in being typical. Instead, we worked with Kootenai Health to find Deborah, and a far more compelling way to tell Kootenai Health’s story…by telling Deborah’s story.
Results: Components of the campaign included television, radio, online, print, and outdoor, with all messages focused on Deborah, her recovery, and most importantly, her life. A classic case of “show, don’t tell” when it comes to communicating authentically.
Kootenai Health "Sophie" Campaign
The Kootenai Health “Sophie” branding campaign was developed to showcase the increased level of commitment to patients in both care and innovative technologies. The campaign featured clean and friendly design paired with custom photography focused on the patient experience.
Kootenai Health "Your Strength" Campaign
Heart Clinics Northwest
This TV spot features real-life triathlete and patient Joe Quercio as he practices all three of his disciplines. The spot features includes underwater footage and a custom post-production lighting effect for added visual interest.