Healthcare campaign

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Week7Healthcare.pptx

Case Study: Healthcare

Infertility & Cancer

Healthcare is all about choices

How do you choose a doctor?

In-network/Out of network

Insurance/no insurance/Out of pocket costs

Elective/Life threatening

Outcomes

Attracting patients

How?

Influencers?

Opinion leaders?

Logos?

Ethos

Pathos?

Attracting patients

Physician referrals

Direct to patient

Infertility

What’s the goal?

Messages focused on the end result, not the journey

Focus groups revealed something significant: When you can’t have a baby, the last thing you want to see in advertising is a baby

Infertility

Infertility

Infertility

Infertility

https://www.facebook.com/ccrmfertility/videos/353984805161595 /

https://www.facebook.com/ccrmfertility/videos/353984805161595/

Infertility

Infertility

Infertility

Infertility

Infertility

Infertility

Stay Positive Campaign

Shifted focus from the baby to the journey

Tied to the “positive” pregnancy test sign

Stay Positive

“We took an extensive look at an industry that is cluttered by visuals of babies and the over-promise of pregnancy. We interviewed patients who have been through IVF, either successfully or otherwise, and found that baby imagery in marketing materials was actually negative and hurtful to those going through IVF. We decided on a markedly new direction.”

Stay Positive

honed in on what every couple faces – the struggle to stay positive in a time when emotions run high and the potential of failure is devastating.

RMA reinforced its leadership position within the fertility market while differentiating their message. In a sea of baby-centered advertising by competitors, 

Stay Positive

The simple message of encouragement reinforced by important points of medical information let couples know RMANJ understands them and will be their partner throughout the IVF process.

Stay Positive

The media mix concentrated around RMA’s seven New Jersey offices

print, internet radio, online and out-of-home advertising including NJ Transit train platforms.

In addition, all brochures, sales aids and the website (http://www.RMANJ.com) were overhauled to match the new thematic.

All ads featured hopeful, real-world photos of couples discussing fertility options produced at a shoot carefully directed by Spitball.

Securing the right emotion was key to the overall tone and messaging.

Stay Positive

RMANJ has contributed numerous clinical advancements and contributions to the field of IVF, so the desire was for the marketing and promotion had to be just as impactful and evidence-based. 

Stay Positive: Advertising

The major differentiator of the campaign versus competitors was the unique focus on the couple. 

Stay Positive

Support data helped reinforce the empathetic message and drive their market leadership position.

Stay Positive: Patient Marketing

Spitball scrapped all existing patient education literature and sales tools and redesigned them to mirror the new brand design platform.

Stay Positive: Website

Stay Positive: Website

Stay Positive: Website

Couples going through infertility seek information just like every other health issue.

The redesigned RMANJ website reflected the new brand platform, better positioned them into the market and provided patients with the information they needed throughout their journey.

Testimonials, doctor profiles, services and industry-verified delivery reports gave patients the confidence they sought in choosing a fertility center.

Stay Positive: Web ads

Stay Positive: Social Media

Stay Positive: Support Bracelets

Stay Positive: Transit Ads

Stay Positive: Campaign Results

In just 18 months the campaign aligned with a 40% increase in patient volume.

With over 40 competitive clinics in a 200 mile radius, that was no "small feet"!

You CAN Measure Hope

You CAN Measure Hope

Integrated campaign brings awareness of RMANJ’s stellar IVF delivery rate to consumers via print, out-of-home and digital executions.

You CAN Measure Hope

The ad campaign features a father measuring the height of his little girl against a wall – a common practice that parents enjoy, and one that potential parents hope to experience.

An on-wall measuring stick culminates at the number 86, indicating RMANJ’s 86% IVF delivery rate that is about 20% higher than the national average.

The headline – “You Can Measure Hope” – speaks to the positive results that RMANJ has helped so many patients achieve, thanks to their scientific advancements, patient-centered care, and flexible financial options.

You CAN Measure Hope: Ads

You CAN Measure Hope

You CAN Measure Hope

Print advertorial ties to “Hope” theme

Title is “Hope on the Horizon”

http://www.suburbanlifemagazine.com/articles/? articleid=1648

Beautiful Mess

https://us9.campaign-archive.com/?e=% 5bUNIQID%5d&u=f065a27f51f848dd96cebb917&id=662efebe2e

Digital campaign ran across Facebook, Instagram, YouTube, and on hundreds of the most popular apps and websites focused on health and wellness in order to increase brand awareness and drive qualified leads to RMA websites and into RMA clinics.

Beautiful Mess

blob:https://www.facebook.com/bf9f09f7-2e76-4062-a92c-4283de5eb170

Beautiful Mess

First as a unified IVIRMA Global network

Messaging reflects marketing insights drawn from travels across the network, which show that the desire for patients to become parents is the same around the world. 

Beautiful Mess

The keystone of the campaign is the video component, which tells the full story.

https://www.youtube.com/watch?v=3cJ3_sI8A74

Beautiful Mess

Beautiful Mess

Static ads are touch points that follow the video – snippets of the story designed to reference the video and reinforce the story line.

Joyous Fatigue (Happy Eyebags)

Cancer Centers

US News' Best Hospitals 2018-19

MD Anderson Cancer Center (Houston)

Memorial Sloan Kettering Cancer Center (New York City)

Mayo Clinic (Rochester, Minn.)

Dana-Farber/Brigham and Women's Cancer Center (Boston)

Cleveland Clinic.

The Johns Hopkins Hospital (Baltimore)

Seattle Cancer Care Alliance at UW Medical Center.

Moffitt Cancer Center (Tampa, Fla.)

MD Anderson

MD Anderson: Social Media

Memorial Sloan Kettering

Memorial Sloan Kettering

https://www.facebook.com/sloankettering/

Homework

Option 1: A family member has just been diagnosed with cancer. How do make a decision about where to seek treatment?

In thinking about your answer, how would you construct an integrated campaign for a cancer center?

Option 2 - Identify a healthcare campaign and analyze using the Harvard Business School approach.

Case Study Analysis

What was the problem?

List any outside concepts/theories that can be applied.

Qualitative data

Quantitative data

What is your analysis?

What alternative measures, actions, approaches could have been used?

How would you have approached this problem?