We love the kind of marketing that in and of itself can make a difference in people’s lives. It’s work that has the power to change the trajectory of customers, brands and business. Here are a few examples of this kind of work from 2018 — that live at the intersection of creativity, effectiveness and innovation — that should inspire healthcare marketing teams to step out and create work that has legs beyond the campaign. After all, we are in the business of creating healthier and better lives.
Tesco Safety Bags
The first effort is from food retailer Tesco in China. With 90% of all fruits and vegetables examined in China containing at least one harmful pesticide (with quite harmful consequences like neurological diseases), this is a huge problem for a food retailer. So together with Cheil Worldwide and a leading lab in Hong Kong, they created plastic bags that — when exposed to normal light for three hours — breaks down the toxic elements found in the products.
The normal bags were replaced with the Safety Bags at flagship Tesco locations in China and promoted through a print campaign and point-of-sale posters. Would a traditional marketing campaign (or healthcare marketing campaign) have made this kind of real difference of helping address the enormous challenge of people’s trust in food safety? Rhetorical question. By the way, the Safety Bags are FDA-approved and patent-pending, so the plan is to roll them out globally in 2018.
Domino’s Pizza: Filling The Hole
Some might call it a publicity stunt, but Domino’s did some real good as it worked with cities to fill in potholes through its branded government services. Through the Paving for Pizza campaign, Domino’s will give grants of up to $5,000 to around 20 public bodies in the US, to fill in potholes and repair cracks in roads. As of this writing, approximately five municipalities have already taken Domino’s money and, in return, agreed to spray paint the brand’s logo, along with the message ‘Oh yes we did,’ on the repaired bits of road.
Domino’s also created a website for people to nominate a city or town that they’d like to receive a paving grant. The campaign was initiated to improve roads for the sake of the people driving home from one its stores with a freshly baked pizza, because a bumpy car ride could spoil its products. The effort checks the boxes for being good for customers, brand, business and society. In terms of results, the program generated more than one billion media impressions within a month of launch and the website received more than 137,000 nominations across 15,275 zip codes. Domino’s has also agreed to extend the campaign, to pave potholes in one municipality in every state in the US. As a healthcare marketer trying to help your organization become more entrenched in your local community, what would be your version of this program?
Montreal Museum of Fine Arts: Filling Prescriptions
The Montreal Museum of Fine Arts partnered with Médecins francophones du Canada (Francophone Doctors of Canada) to communicate that art is good for people’s wellbeing. Starting November 2018, MdFC doctors can prescribe a free visit to the MMFA if they feel it would benefit their patient. The idea came from Nathalie Bondil, museum director and chief curator who wants to demonstrate that art is essential for our health (whether physical, mental or emotional). The art prescription gives patients free admission for four people. So this could be two adults and two children, or your caregiver or anyone else. It’s the beginning of the pilot, which will continue for a year.
Trajectory is a healthcare marketing agency combining deep healthcare industry expertise with a fresh perspective to move customers, brands and business upward. To talk about changing the trajectory of your healthcare marketing, reach out.