10 Jun dentify a healthcare campaign and analyze using the Harvard Business School approach.
Case Study: Healthcare
Infertility & Cancer
Healthcare is all about choices
How do you choose a doctor?
In-network/Out of network
Insurance/no insurance/Out of pocket costs
Elective/Life threatening
Outcomes
Attracting patients
How?
Influencers?
Opinion leaders?
Logos?
Ethos
Pathos?
Attracting patients
Physician referrals
Direct to patient
Infertility
What’s the goal?
Messages focused on the end result, not the journey
Focus groups revealed something significant: When you can’t have a baby, the last thing you want to see in advertising is a baby
Infertility
Infertility
Infertility
Infertility
https://www.facebook.com/ccrmfertility/videos/353984805161595 /
https://www.facebook.com/ccrmfertility/videos/353984805161595/
Infertility
Infertility
Infertility
Infertility
Infertility
Infertility
Stay Positive Campaign
Shifted focus from the baby to the journey
Tied to the “positive” pregnancy test sign
Stay Positive
“We took an extensive look at an industry that is cluttered by visuals of babies and the over-promise of pregnancy. We interviewed patients who have been through IVF, either successfully or otherwise, and found that baby imagery in marketing materials was actually negative and hurtful to those going through IVF. We decided on a markedly new direction.”
Stay Positive
honed in on what every couple faces – the struggle to stay positive in a time when emotions run high and the potential of failure is devastating.
RMA reinforced its leadership position within the fertility market while differentiating their message. In a sea of baby-centered advertising by competitors,
Stay Positive
The simple message of encouragement reinforced by important points of medical information let couples know RMANJ understands them and will be their partner throughout the IVF process.
Stay Positive
The media mix concentrated around RMA’s seven New Jersey offices
print, internet radio, online and out-of-home advertising including NJ Transit train platforms.
In addition, all brochures, sales aids and the website (http://www.RMANJ.com) were overhauled to match the new thematic.
All ads featured hopeful, real-world photos of couples discussing fertility options produced at a shoot carefully directed by Spitball.
Securing the right emotion was key to the overall tone and messaging.
Stay Positive
RMANJ has contributed numerous clinical advancements and contributions to the field of IVF, so the desire was for the marketing and promotion had to be just as impactful and evidence-based.
Stay Positive: Advertising
The major differentiator of the campaign versus competitors was the unique focus on the couple.
Stay Positive
Support data helped reinforce the empathetic message and drive their market leadership position.
Stay Positive: Patient Marketing
Spitball scrapped all existing patient education literature and sales tools and redesigned them to mirror the new brand design platform.
Stay Positive: Website
Stay Positive: Website
Stay Positive: Website
Couples going through infertility seek information just like every other health issue.
The redesigned RMANJ website reflected the new brand platform, better positioned them into the market and provided patients with the information they needed throughout their journey.
Testimonials, doctor profiles, services and industry-verified delivery reports gave patients the confidence they sought in choosing a fertility center.
Stay Positive: Web ads
Stay Positive: Social Media
Stay Positive: Support Bracelets
Stay Positive: Transit Ads
Stay Positive: Campaign Results
In just 18 months the campaign aligned with a 40% increase in patient volume.
With over 40 competitive clinics in a 200 mile radius, that was no “small feet”!
You CAN Measure Hope
You CAN Measure Hope
Integrated campaign brings awareness of RMANJ’s stellar IVF delivery rate to consumers via print, out-of-home and digital executions.
You CAN Measure Hope
The ad campaign features a father measuring the height of his little girl against a wall – a common practice that parents enjoy, and one that potential parents hope to experience.
An on-wall measuring stick culminates at the number 86, indicating RMANJ’s 86% IVF delivery rate that is about 20% higher than the national average.
The headline – “You Can Measure Hope” – speaks to the positive results that RMANJ has helped so many patients achieve, thanks to their scientific advancements, patient-centered care, and flexible financial options.
You CAN Measure Hope: Ads
You CAN Measure Hope
You CAN Measure Hope
Print advertorial ties to “Hope” theme
Title is “Hope on the Horizon”
http://www.suburbanlifemagazine.com/articles/? articleid=1648
Beautiful Mess
https://us9.campaign-archive.com/?e=%5bUNIQID%5d&u=f065a27f51f848dd96cebb917&id=662efebe2e
Digital campaign ran across Facebook, Instagram, YouTube, and on hundreds of the most popular apps and websites focused on health and wellness in order to increase brand awareness and drive qualified leads to RMA websites and into RMA clinics.
Beautiful Mess
blob:https://www.facebook.com/bf9f09f7-2e76-4062-a92c-4283de5eb170
Beautiful Mess
First as a unified IVIRMA Global network
Messaging reflects marketing insights drawn from travels across the network, which show that the desire for patients to become parents is the same around the world.
Beautiful Mess
The keystone of the campaign is the video component, which tells the full story.
Beautiful Mess
Beautiful Mess
Static ads are touch points that follow the video – snippets of the story designed to reference the video and reinforce the story line.
Joyous Fatigue (Happy Eyebags)
Cancer Centers
US News’ Best Hospitals 2018-19
MD Anderson Cancer Center (Houston)
Memorial Sloan Kettering Cancer Center (New York City)
Mayo Clinic (Rochester, Minn.)
Dana-Farber/Brigham and Women’s Cancer Center (Boston)
Cleveland Clinic.
The Johns Hopkins Hospital (Baltimore)
Seattle Cancer Care Alliance at UW Medical Center.
Moffitt Cancer Center (Tampa, Fla.)
MD Anderson
MD Anderson
Brand journey:
https:// www.slideshare.net/amahouston/md-anderson-cancer-center-brand-journey-ama-houston-lunch-june-2011
MD Anderson: Social Media
Memorial Sloan Kettering
Memorial Sloan Kettering
Homework
Option 1: A family member has just been diagnosed with cancer. How do make a decision about where to seek treatment?
In thinking about your answer, how would you construct an integrated campaign for a cancer center?
Option 2 – Identify a healthcare campaign and analyze using the Harvard Business School approach.
Case Study Analysis
What was the problem?
List any outside concepts/theories that can be applied.
Qualitative data
Quantitative data
What is your analysis?
What alternative measures, actions, approaches could have been used?
How would you have approached this problem?
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