Building Brand and Demand Through Integrated Marketing
Shape attitudes and tangibly demonstrate – through an integrated healthcare marketing campaign – how Tower Health delivers on its promise of Advancing Health. Transforming Lives across the region as well as in each of the local communities in which its Tower Health hospitals serve.
The idea of “Connection” is relevant to Tower Health, its audience and the challenges we’re trying to solve.
First, “Connection” communicates Tower Health’s expanding access (and empowering patient advantages) in a simple and human way. Second, “Connection” is culturally relevant. While we’re seemingly more connected than ever before, we don’t feel this way. So connection is a theme that resonates on the ground and one that we want to contribute to improving. Third, connection is an idea that’s worthy of conversation and therefore of shaping attitudes (which relates back to our healthcare brand campaign opportunity).
Integrated healthcare marketing campaign highlighting the “connecting” benefits of being able to access Tower Health’s growing health system. Performance of digital campaign components as follows:
- Digital Display: creative performance across all versions well above industry benchmark of .08%. Custom content posts driving average time spent on landing page of 2:30 minutes.
- Online Video: overall video completion rate of 70% exceeded comparable benchmarks; growing to 75% for core target audience.
- Landing Page visits: exceeded 200,000; with 65% of visits coming from core female target.
- Note: Our integrated marketing campaign won a SILVER Aster Award and MERIT Healthcare Advertising Award in category of Total Integrated Marketing Campaign
- Campaign Brief
- Campaign Concepting
- TV, Radio and Print
- Outdoor and Transit
- Landing Page Experience
- Digital and Social Media