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In the Bay Area, there is a group of independent physicians known to the public as Brown & Toland Physicians, which looked to create a campaign during the year 2021. The campaign was mainly based off on the level of care that they provide to patients of all ages, in addition to the benefits of seeing a doctor that can form a sturdy relationship to care for you in the coming years.
Compared to other large-scale healthcare systems that propose “quick-serve” approaches to follow up with the trends, these physicians are totally emphasized on details with their patients. Even though the prior approach seems to be spreading across the area like wildfire, they still stick to having healthy connections, so that their line of work goes beyond “meet and greet”, and become more like friends instead.
True North Inc. has managed to cooperate with them to create a campaign of their desires, promoting their dedication to innovative medicine, and also the strength of their network to deliver quality care across all disciplines and specialties. In order to convey their messages to the right audience, the campaign would take on multiple forms, dividing the focus between an overarching commercial healthcare audience and a more specific Medicare target group.
To extend their reaches in the Bay Area, their media plannings included broad outreach that would cast a wide net of brand amplification, while improving on local marketing opportunities to influence their targets at a country level. Using the theme “Care. Where you are.”, they have resorted to multi-channel and integrated efforts, surrounding consumers via television, connected TV (OTT), radio, out-of-home, social media, online display/video, paid search, as well as native advertising.
The creative team has identified that community was the theme they were going for, which identified it as a crucial element to gain the attention of their target audience. Tapping into the community also signifies that the audience will be able to understand more about the unique services that they provide, relating more towards both parties to create a new type of community.
View their campaign video here.
Credits
Entry Name: “Care. Where You Are.”
Entrant Company: True North Inc.
Winning Category: Marketing/Advertising Campaigns – Integrated Marketing Campaign
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