Since we began working with DuPage Medical Group (DMG) in 2011, our creative work has sought to emphasize the importance of the patient. In a way, it’s an unexpected approach, considering DMG is the only area provider that’s owned and led by physicians.
However, as health care evolved with the introduction of Accountable Care Organizations or ACOs and value-based care incentives, more and more competitors began shifting their branding focus toward patients.
So, for our latest campaign, we took aim at promoting the truly unique benefit of having board-certified physicians at the helm. Physician-led care at DMG puts patients in the capable hands of a network of knowledgeable physicians across various specialties. This cuts away the red tape of large hospital organizations, ensuring the best decisions possible.
This new campaign needed to be integrated with a consistent message across radio, television and online video, social media, print ads, out-of-home and online banners. Our primary audience was female, aged 25 to 44, who are the decision-makers regarding their family’s care. While they are typically well-informed, there are always moments when they could use some consultation from a trusted source. Thus, the power of “a little sage advice” became a common thread throughout.
Going against the grain of cookie-cutter health care advertising, we struck a tone of subtle humor in portraying scenes from daily life where somewhat “questionable” situations could benefit from the aforementioned sage advice of DMG. This even included interactive digital banners that allowed the reader to make choices regarding the outcome of the scene, before DMG stepped in with a sensible solution.
All the new creative needed to drive consumers to a place where they could get more information. We created a custom landing page that drew from the campaign’s playfulness while sharing more about DMG’s physicians, locations and even pricing.
To check out some of the work, see our case study on the campaign. For more information about this campaign or Zehnder’s diverse health care experience, please reach out to Laura Gould at firstname.lastname@example.org.