The Challenge
Every city in this nation is tackling equality. Memphis is no exception with a population that reflects the diversity that makes our country great. While our initial objective was to define the brand platform for the region’s largest healthcare system, our appreciation for the area’s diversity was always top of mind.
Deliverables
- Quantitative & Qualitative Brand Study
- Brand Platform
- Multichannel Brand Campaign
- Competitive Analysis
- Ad Words Analysis
- Social Media Analysis
- Social Media Analysis
- Integrated Media Plan & Buy
The Ignition Process
Discovery
To better understand the Memphis area and to define a compelling brand platform, we conducted an in-depth brand health study including both qualitative and quantitative. Research revealed that breadth of expertise and a focus on each individual’s personal health were both important to Memphians as well as brand strengths.
Strategy
We developed a data-informed brand platform and accompanying communication strategy to position Methodist Le Bonheur Healthcare as providing clinical expertise focused on each person’s individual needs.
Creative
Instead of a traditional campaign, we cut through the sea of sameness in healthcare marketing with an omnichannel message of unity. Whether we are black or white, young or old, rich or poor, we all deserve the best medical care tailored to our individual needs.
Metrics &
Refinement
Three months after the campaign launch, all brand stats increased. Recall grew from 15% to 22%, preference from 19% to 25%, and awareness from 64% to 75%. Digital efforts generated over 8 million impressions, garnering over 59,000 clicks, 580,000 full video views, and 1,900 landing page interactions.
