Healthcare, Products & Services

Hospitals, HMOs, referral services, dental and medical care services, chronic care facilities, health insurance.

2005 BRONZE

Big Blue Arm

Years of insurance rate increases made 2003 one of the most challenging ever for the healthcare industry. In a price sensitive climate, with growing product parity, our client, HealthNow, experienced double the price increase of the number one competitor for their BlueCross BlueShield plans in upstate New York. Our challenge was to create a compelling story of value for BCBS to give people a reason to pay more than they had to for health insurance. Research uncovered that BCBS was an unseen force, constantly working to improve members' health. We knew this insight could transform BCBS into a company worth more. To do this, we took an unconventional approach creating a mnemonic of a big, blue arm to make the pervasive force of BCBS come to life. The campaign reinforced the definition of BCBS as proactive advocates for their members___ health and gave people a reason to pay attention to health insurance. As a result of the campaign, membership grew by 8%, the highest growth rate in company history.

Brand: BlueCross BlueShield of Western New York
Client: BlueCross BlueShield of Western New York
Agency: Arnold Worldwide
Language: English

2004 SILVER

Feel Better

In the difficult healthcare environment it's easy for big hospitals to lose favor with consumers. That's what was happening to Presbyterian. Since brand preference is a leading indicator of market share trends, the tide had to be turned. The "Feel Better" campaign did just that.

Brand: Presbyterian Hospital
Client: Presbyterian Healthcare Services
Agency: McKee Wallwork Henderson
Language: English

2004 SILVER

Be Ready Against Cancer

"The first integrated communications campaign, ___Be Ready Against Cancer for a genetic test, BRACAnalysis, generated a significant response from consumers and physicians with a tremendous increase in calls, web-site visits, consumer and physician interest and tests ordered. With our pilot program in two test markets, we tapped into an unmet need, that is women wanting to know if they are predisposed to hereditary breast or ovarian cancer because they have a personal or family history and then doing something about it. Our campaign featuring empowered women bred more empowered women in the marketplace.

Brand: BRACAnalysis
Client: Myriad Genetic Laboratories
Agency: The Quantum Group
Language: English

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