The competition was moving into Mercy Medical Center’ territory and marketing in a big way. Mercy needed to respond in a way that differentiated them from the “world class” competition.The result was an award-winning Mercy Medical Center Physicians Campaign.
Mercy’s research showed that, in order to continue to grow in their region, they needed to promote their physician’s network to keep and attract patients. Our Discovery process revealed that Mercy patients placed a very high value on physician consistency and the ability to stick with the same doctor over time. Their responses showed that this was an emotional issue for them, to the point that some respondents felt like their physicians were family.
So our creative team developed a marketing campaign that highlighted long term, healthy, valued relationships between Mercy doctors and their patients. After obtaining interviews, photos and video of participating physicians and patients, the campaign rolled out in phases that included direct response, print and outdoor advertising, internal marketing and event promotions featuring Mercy physicians.