CHI Memorial | Lifestyle Intervention Campaign

CHI Memorial | Lifestyle Intervention Campaign

Lifestyle Intervention Campaign

CHI Memorial 
the problem

Laying the groundwork for a healthy relationship

Our client, CHI Memorial, was in the early stages of launching a new service line—but not too early to begin building patient relationships, according to research conducted on behalf of the hospital. 

The research told us: 

  1. At least 36 percent of consumers in the CHI Memorial service area who had specific health conditions were self-aware of their condition and risk factors and open to an invitation to make healthy lifestyle choices.
  2. Consumers were more likely to take the counsel of a primary care physician concerning which specialist they should see versus conducting their own research. 

We also knew that:

People in general had developed unhealthy habits during COVID-19 lockdowns and had put off routine care and screenings due to COVID-19 concerns.

Lifestyle Campaign Videos

the strategic solution

No time to waste

We recognized that this was the perfect opportunity to connect with audiences who were ready to get off the couch and were open to healthier lifestyle messaging—especially those at high risk. Our strategy included creating a lifestyle intervention campaign that would:

  1. Engage audiences in making conscious, simple changes to increase health and wellness.
  2. Encourage audiences to access CHI Memorial lifestyle resources.
  3. Move audiences into making appointments with CHI Memorial primary care physicians.
  4. Track audiences throughout their journey to CHI Memorial.

We used an approach that invited people to simply start—because we all know that starting is often the hardest part of any lifestyle change. The prompt to start acted as a baked-in call to action.

The campaign was fun, approachable, non-preachy and non-threatening. It addressed audiences’ top-of-mind concerns at an opportune time—when they were ready to move out of the unhealthy habits they had developed during COVID-19 lockdowns. And, it presented CHI Memorial as a solid resource for tips, inspiration and the place to begin (or continue) a relationship with a CHI primary care physician.

Digital
CHI lifestyle digital ads 1
CHI lifestyle digital ads 2

Facebook

CHI Facebook ads 1
CHI lifestyle digital ads 2
the results

9,689 new primary care appointment requests

Within the first 60 days of the campaign, nearly 10,000 prospective patients clicked from the advertising to view and request appointments with CHI Memorial physicians. 

Which goes to show: meet your prospective patients where they are, offer compassionate support, and invite them to take the next step in their healing journey. And they will.

Mankato Clinic | COVID-19 Patient Recovery Campaign

Mankato Clinic | COVID-19 Patient Recovery Campaign

COVID-19 Patient Recovery Campaign

Mankato Clinic
the problem
How to nurture patients back to care

Early in the COVID-19 crisis, patients were asked to hold off on routine and non-emergent care. As more was discovered about the virus and safety measures were put in place, access to care began to open up. However, patients continued to stay away from health care facilities, including those patients served by our long-time client Mankato Clinic.

The reluctance of patients to return to care caused two enormous problems:

  • 1. Appointments for chronic disease management, screenings, vaccinations and well-child visits were being missed, sometimes to the detriment of patient health.
  • 2. Important patient care revenue was being lost.

We had to get this campaign right for the health of Mankato Clinic patients—and the clinic itself.

Campaign Landing Page
safemankatoclinic.com

Computer with image
Screen shot of website page

Physician Spokesperson Video

Patient Videos

TV

the strategic solution

Prepared and protected

Besides Mankato Clinic personas (including young moms through seniors with grandchildren), we needed to make a connection with the broader regional audience in the four rural Minnesota communities Mankato Clinic serves.

Our approach included driving our audiences to a multi-purpose landing page that:

  • Acknowledged patients’ fears head-on.
  • Used video to visually demonstrate the safety protocols in place.
  • Provided options for both in-person and virtual visits.
  • Made it Amazon-like easy to schedule an appointment.
the results

The whole community was watching

Early results showed:

2.2% Engagement Rate
beating industry benchmarks for social engagement

35,000 YouTube Video Visits
In the first 2 weeks of launch, for a clinic system serving 25,000

45% Social Video
Expanded Facebook and Instagram Stories accounted for almost half of total impressions

Lake Region Healthcare | Telehealth Campaign

Lake Region Healthcare | Telehealth Campaign

COVID-19 Telehealth Campaign

Lake Region Healthcare
the problem
Keeping the doors open virtually

With many of its brick and mortar clinics temporarily closing due to social distancing and patient safety issues surrounding the coronavirus epidemic, Lake Region Healthcare needed to move at the speed of light to implement a telehealth platform and get the word out to its community.

Our job—get a campaign in the market ASAP that:

  • reassured the community that Lake Region Healthcare was still delivering care
  • answered its patients’ need to stay home and safe
  • communicated the ease of use of its virtual visits
  • captured back lost patient volume as routine medical visits and procedures continued to be put on hold
  • addressed market pressure it was experiencing from national telehealth companies
the problem
Keeping the doors open virtually

With many of its brick and mortar clinics temporarily closing due to social distancing and patient safety issues surrounding the coronavirus epidemic, Lake Region Healthcare needed to move at the speed of light to implement a telehealth platform and get the word out to its community.

Our job—get a campaign in the market ASAP that:

  • reassured the community that Lake Region Healthcare was still delivering care
  • answered its patients’ need to stay home and safe
  • communicated the ease of use of its virtual visits
  • captured back lost patient volume as routine medical visits and procedures continued to be put on hold
  • addressed market pressure it was experiencing from national telehealth companies
Print and Digital
Print version of telehealth ad
Sample of digital ad
Sample of digital ad
Sample of digital ad
Sample of digital ad
Sample of digital ad
Video
the strategic solution

Be seen. Be heard. We’re here.

It was critical for us to succinctly communicate the benefits of a Lake Region Healthcare virtual visit to three personas:

  1. Millennial moms, caring for young children at home
  2. 45–65-year-old adults, caring for their family and their parents
  3. Seniors, 65+, who may have never logged on for a virtual chat or visit in any application

We needed to differentiate Lake Region Healthcare from national telehealth brands in the market by reaffirming to patients that their appointment would be face-to-face with a trusted Lake Region Healthcare provider. We also needed to make it clear that Lake Region Healthcare was as committed as ever to supporting the health of its patients and its community, despite restricting in-clinic visits and temporarily closing clinics.

the strategic solution

Be seen. Be heard. We’re here.

It was critical for us to succinctly communicate the benefits of a Lake Region Healthcare virtual visit to three personas:

  1. Millennial moms, caring for young children at home
  2. 45–65-year-old adults, caring for their family and their parents
  3. Seniors, 65+, who may have never logged on for a virtual chat or visit in any application

We needed to differentiate Lake Region Healthcare from national telehealth brands in the market by reaffirming to patients that their appointment would be face-to-face with a trusted Lake Region Healthcare provider. We also needed to make it clear that Lake Region Healthcare was as committed as ever to supporting the health of its patients and its community, despite restricting in-clinic visits and temporarily closing clinics.

Social Media
Facebook Ad animation
Facebook ad animation
Instagram ad animation
Instagram ad animation
Outdoor
Sample of digital ad
Outdoor ad in place
the results
Within one week

The time from input with the client, to strategic and media planning, creative execution, and approval was one week. Over the course of two days following approval, we were able to deploy video and static imagery ads across programmatic display, programmatic video, paid social media and paid search.

Lake Region Healthcare saw a 50 percent increase in virtual visit appointments, with patients going to its virtual visits landing page—a one-stop instructional page making it easy for users to make an appointment and launch their virtual visits.

the results
Within one week

The time from input with the client, to strategic and media planning, creative execution, and approval was one week. Over the course of two days following approval, we were able to deploy video and static imagery ads across programmatic display, programmatic video, paid social media and paid search.

Lake Region Healthcare saw a 50 percent increase in virtual visit appointments, with patients going to its virtual visits landing page—a one-stop instructional page making it easy for users to make an appointment and launch their virtual visits.

Bring Back that Loving Feeling | Image Campaign

Bring Back that Loving Feeling | Image Campaign

Image Campaign

Bring back that loving feeling
the problem

Squeezed by the competition

It had been four years since northern Wisconsin sister hospitals, Memorial Medical Center of Ashland and Hayward Area Memorial Hospital, were co-branded around the purposeful tagline “Right here in the place we love.” Successful campaigns had been launched during that time. However, amid months of increasing competition in the market, a campaign needed to be created that generated more connection between the hospitals and the people of the region. A new energy surrounding how deeply Memorial Medical Center and Hayward Area Memorial Hospital cared for the people they served needed to be expressed. It was time to remind people to be proud of who they were, where they lived and the hospitals that were always by their side.

the problem

Squeezed by the competition

It had been four years since northern Wisconsin sister hospitals, Memorial Medical Center of Ashland and Hayward Area Memorial Hospital, were co-branded around the purposeful tagline “Right here in the place we love.” Successful campaigns had been launched during that time. However, amid months of increasing competition in the market, a campaign needed to be created that generated more connection between the hospitals and the people of the region. A new energy surrounding how deeply Memorial Medical Center and Hayward Area Memorial Hospital cared for the people they served needed to be expressed. It was time to remind people to be proud of who they were, where they lived and the hospitals that were always by their side.

Print Ads

Digital Ads

the strategic solution

Love takes center stage

Our solution was to pull “love” out of the tagline and highlight the people the two hospitals cared for and loved like their own—the sons, daughters, grandmothers and grandfathers, best friends and neighbors of the people of Ashland and Hayward. We wanted to let the unique faces of these people say it all. Language that expressed the hospitals’ commitment to protect the people of the region, to keep them healthy and meet their needs backed up the striking visuals.

the strategic solution

Love takes center stage

Our solution was to pull “love” out of the tagline and highlight the people the two hospitals cared for and loved like their own—the sons, daughters, grandmothers and grandfathers, best friends and neighbors of the people of Ashland and Hayward. We wanted to let the unique faces of these people say it all. Language that expressed the hospitals’ commitment to protect the people of the region, to keep them healthy and meet their needs backed up the striking visuals.

Outdoor

Facebook & Instagram Images

Rural Wisconsin Health Cooperative | Campaign Toolkit

Rural Wisconsin Health Cooperative | Campaign Toolkit

Campaign Toolkit

Rural Wisconsin Health Cooperative
the problem

Tackling a challenging build

Rural Wisconsin Health Cooperative is a unique collaborative network of free-standing and system-affiliated rural hospitals. This group came to us with a compelling challenge—create a toolkit filled with easily customizable campaign elements that its diverse members could pick and choose from in order to successfully:

  • Counteract urban bias—the tendency of people to think that bigger is better.
  • Build confidence—in the exceptional talent and technology available to residents at their local hospital.
  • Create internal and external advocates—by instilling pride in the community hospital among staff, physicians, donors, board members and volunteers, as well as residents and businesses.
the problem

Tackling a challenging build

Rural Wisconsin Health Cooperative is a unique collaborative network of free-standing and system-affiliated rural hospitals. This group came to us with a compelling challenge—create a toolkit filled with easily customizable campaign elements that its diverse members could pick and choose from in order to successfully:

  • Counteract urban bias—the tendency of people to think that bigger is better.
  • Build confidence—in the exceptional talent and technology available to residents at their local hospital.
  • Create internal and external advocates—by instilling pride in the community hospital among staff, physicians, donors, board members and volunteers, as well as residents and businesses.

Print Ads

Digital Ads

the strategic solution

Delivering a sturdy foundation


Our strategy—to hold up the talented, passionate and committed health care providers and staff in rural Wisconsin Health Cooperative communities—was based firmly in our national research and experience in rural health care marketing. Our research revealed folks trust health care information from their provider more than anyone else. And our experience in rural health care marketing has taught us that community hospital employees are proud of taking care of the families and neighbors they know.

the strategic solution

Delivering a sturdy foundation


Our strategy—to hold up the talented, passionate and committed health care providers and staff in rural Wisconsin Health Cooperative communities—was based firmly in our national research and experience in rural health care marketing. Our research revealed folks trust health care information from their provider more than anyone else. And our experience in rural health care marketing has taught us that community hospital employees are proud of taking care of the families and neighbors they know.

Banners

Poster, Infographic, Brochure

Outdoor

the results

“Hailey Sault brought a unique and deep understanding of our rural Wisconsin healthcare organizations with them. They constructed a toolkit filled with materials around a Champions of Health theme that hit home with our members and is successfully being used to engage employees and communities. We have even introduced the toolkit to rural healthcare organizations around the country and are expanding the kit with video right now.”

—Tim Size, Executive Director, Rural Wisconsin Health Cooperative

the results

“Hailey Sault brought a unique and deep understanding of our rural Wisconsin healthcare organizations with them. They constructed a toolkit filled with materials around a Champions of Health theme that hit home with our members and is successfully being used to engage employees and communities. We have even introduced the toolkit to rural healthcare organizations around the country and are expanding the kit with video right now.”

—Tim Size, Executive Director, Rural Wisconsin Health Cooperative