Attracting more patients with a multi-media ad campaign.
Overview:
Arnot Health has an excellent orthopedics department that specializes in joint replacements. They needed to promote their services, increase awareness and attract more patients.
Goals:
- Make an appointment. Motivate a person with joint pain to call the orthopedist for an appointment.
- Create an emotional connection. To fully engage the audience, Arnot Health needed a strong and creative concept that would connect emotionally.
- Make it all happen. Arnot Health needed a partner to take the reins, keep the job on track, and make sure all the details were covered.
Strategic Solutions:
- Everybody loves a dog. But in this case there was a relatable human activity of not being able to walk that fit our message. The emotional connection keyed in to many issues as well as a broad range of people.
- Community connection that was perfect for social media. Our dog for the TV commercial came from a local dog rescue organization. We found the dog first and it just happened, that the actor/dog handler in the ad was having knee replacement surgery at Arnot Health. We were able to talk about the characters in the commercial and have followed their journey through social media. We're able to revise the ad with a positive ending and get more traction from one commercial.
- Coordinating ad campaign and creative team. With a campaign that included print, video and social media, we organized and oversaw the full ad campaign and creative players.
Outcome:
This broad ad campaign spanned a variety of mediums—from print, to video, to social media—and had longevity because it enabled Arnot Health to follow the patient through her recovery journey, and the dog through his finding a new home.
Arnot Health's joint replacement program continues to be successful with high volumes and positive outcomes
If your organization needs a successful ad campaign implemented from top to bottom, we can help. Contact us for a free half hour consultation.
