5 Awe-Inspiring Healthcare Campaigns from 2015
By Susie Aubuchon, Senior Vice President, Client Services
The evolution of healthcare in the US in recent years has fundamentally changed the face of healthcare marketing. With consumers more involved than ever in their healthcare decisions, marketers need to get creative – extremely creative – and not just with messaging. To create content that will resonate with consumers, you need a deep understanding of their preferences, a creative way to tap into those preferences, and a unique avenue to get content in front of them.
The best healthcare marketing campaigns use inventive ways to get the word out and, ultimately, save lives. Combining original content with an innovative message catches eyes and encourages the audience to remember you (and, more importantly, your story). So whether it’s with a hashtag or an animated video (or anything in between) letting the creative juices flow will help to spread your message far and wide.
Carilion Clinic’s #YESMAMM Breast Cancer Awareness Campaign
Carilion Clinic (Roanoke, Virginia) has advocated for early breast cancer detection for many years with the “Yes, Mamm” campaign. Recently, the clinic started using the hashtag #YESMAMM to raise awareness for breast cancer and answer breast cancer questions via Twitter and Pinterest. When clinicians noticed that many women over 40 in the Roanoke Valley were not getting mammograms, they decided to provide screening locations throughout western Virginia for all women – regardless of their ability to pay. Adding a social element to their campaign significantly expanded the reach of this message and increased Carilion’s Twitter follower count from under 3,000 to 4,605.
Nivea’s Brazilian Sunscreen Campaign
Brazil brings to mind beautiful beaches (and beautiful people!) but sun damage, which can lead to skin cancer, is a real issue – especially for kids who never want to stop playing long enough to apply sun block. To teach kids the importance of using sunscreen, Nivea created a doll that turns red when exposed to the sun and handed it out to kids on the main beaches of Rio de Janeiro. The dolls’ skin reverts to normal when sunscreen is applied, and the UV protection actually prevents the dolls from getting burned again until it’s time to re-apply. As the dolls were handed out on the beaches of Brazil, a video crew followed and filmed the kids and their new toys and a PSA-like video went out to show the rest of the country what happened. Not only was the video well-received as a teaching tool for kids, but the adorability of it went viral. Nivea Brasil now has 21,807 subscribers to their YouTube channel and even the English version of the ad has 230, 899 views.
Phoenix Children’s “Patient Stories” Campaign
Phoenix Children’s Hospital believes that every child who comes to their hospital is “extraordinary,” and that each and every one has a personal – and important – story to tell. Most people have a little bit of choice when it comes to choosing where to receive treatment, and Phoenix Children’s wanted to make sure that their patients were comfortable choosing them. sharing the stories (some in text, others with photos or videos included) of their patients (who are always referred to as “kids” or “children,” and not “patients”) the children’s hospital accomplishes two important branding goals:
- Showing all kids – including those who may receive treatment from Phoenix Children’s – that while hospitals can be scary, they’re full of other kids just like them whose illnesses don’t keep them from being kids.
- Making sure parents know that their kids are much more than patients and that the whole child really matter to the caregivers at Phoenix Children’s.
80,000 children come to Phoenix Children’s each and every year. And thanks to the 58 who tell their stories on the “Meet Our Kids” page, most of them feel like they’ll get the happy ending they deserve.
Memorial Sloan-Kettering Cancer Center’s “More Science. Less Fear.” Campaign
The Memorial Sloan Kettering Cancer Center launched a campaign to promote cancer research and education. The “More Science. Less Fear.” campaign illustrates what science can do by showcasing survivor stories. Using print, video, animation and everything in between, the cancer center promotes itself as a leader in cancer treatment while encouraging patients to think positively about their personal diagnoses—and the state of cancer research in general.
“Across the world, cancer is the single biggest cause of death and the most feared of diseases,” said Craig B. Thompson, MD, Memorial Sloan Kettering’s President and CEO in reference to the launch of the campaign. “Memorial Sloan Kettering’s mission to change that begins with our commitment to cancer science and continues through our care for each patient – care focused on enabling that individual to go forward with life.”
MSK used a media agency to organized its integrated launch that included three TV spots, radio, print, digital and social advertising and marketing.
Arkansas Children’s Hospital’s #100DeadliestDays Campaign
Dr. Sam Smith, Surgeon-in-Chief at Arkansas Children’s Hospital (Little Rock, Arkansas) shocked many with his claim that children are more likely to die or be critically injured between Memorial Day and Labor Day than during any time of the year. “I realize how terrifying that sounds, but it’s absolutely true,” he said, adding that while it is a sad statistic, it is important to know what to look out for and how to prevent accidents. In response, Arkansas Children’s Hospital adopted the #100DeadliestDays hashtag and got to work on Twitter, providing a tip each day to help families stay safe during some of the summer’s most dangerous activities, which range from swimming to driving.
If you find yourself in need of a little inspiration as you plan your campaigns for the year, take a time out and look back at these impressive and successful examples from 2015.
Susie Aubuchon is an accomplished professional with particular expertise in sales and marketing in the telecommunications industry. Susie is primarily responsible for all post sale account, project, client, and IMM activity. In this capacity, she provides and manages project management from beginning to end to ensure successful relationships with both our clients and our IMMs. She has been instrumental in ensuring orderly and appropriate communications to IMMs and clients alike throughout the on-boarding lifecycle. Susie also oversees McKinley’s marketing functions, including all communication and brand initiatives. She joined McKinley in January of 2005, as a Director of Business Development, where she was responsible for developing the telecommunications and technology market around the metro area.
Prior to joining McKinley, Susie worked in the telecommunication industry with MCI and XO Communications where she built channel support programs for emerging sales organizations. She was responsible for the creation of an organization-wide communications plan for which she developed internal/external mess