A PRIMARY AD CAMPAIGN THAT RESONATED WITH CONSUMERS. 

Overview:

Arnot Health wanted an ad campaign that would introduce their new primary care initiative. They opened up their doctors schedules so all primary care providers would be more available.  

Goals:

• Connect with the needs of the consumer. We wanted the message to resonate with the public and get their attention. So we talked about their frustrations in the headlines and how things were going to change.

• Introduce the initiative to the public. Why was this initiative important to patients? We announced the program in a way that was meaningful to the consumer.

• Educate the consumer. Many people don’t have a primary provider because they aren’t sick or don't have a chronic illness, instead they use emergency care or walk-in care. We needed to construct a message to educate consumers on the reasons for a primary doctor and why having that relationship is important.

• Choose Arnot Health providers over the competitors. What differentiates Arnot Health from other providers in the area and why choose to see an Arnot Health provider? We needed to answer these questions and persuade people to call Arnot Health.

Strategic Solutions:

• Make the ads evocative through humor. Doctors in lab coats make us think of sick people and we want people to think of a primary as a partner in wellness. We took the serious side away without being glib or insensitive. Instead we made the solution relatable.

• Break the campaign down into three components. We didn’t want to muddy the message with too much information so we broke the campaign into three parts: 1. Introduce the service; 2. Answer why pick a primary; 3. Answer why pick Arnot Health.

• Back up the ads with clear information on the web site and blog. The ads were a good lead-in to more information which we included on well written web page with a link to providers that are accepting new patients. Through web traffic and call volumes, we were also able to track the response to the campaign.

Outcome:

Arnot Health has been able to increase its volumes at primary care offices. 

Web traffic increased as well as calls to the call center in response to the ads. 

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