Healthcare, Products & Services

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

FILTER BY:

PROGRAM

1999 GOLD

Medical Miracles

UNICARE's "Medical Miracles" campaign was designed to generate awareness of a new healthcare brand. In an industry fraught with distrust, dissatisfaction and cynicism, UNICARE had to stand out as accompany that was committed to doing things differently. The campaign strategy, which positioned UNICARE as a company that was empowering its members by putting them back in control of their healthcare, provided the ideal platform for crafting a distinct brand image.

Brand: UNICARE
Client: WellPoint, Inc.
Agency: RPA
Language: English

1999 SILVER

Nobody Knows Me Like Me

Consumers feel that managed care is restricting their access to specialist physicians. They want more control and authority in making key decisions regarding their own health. The advertising campaign for Access+ clearly communicates the empowerment being offered from Blue Shield in allowing customers to see a specialist without going through their Primary Care Physician. The campaign helped the Blue Shield HMO to grow 32% in Year I, adding over 100,000 new members and becoming the fastest growing HMO in California.

Brand: Blue Shield of California
Client: Blue Shield of California
Agency: McCann-Erickson San Francisco
Language: English

1999 BRONZE

Life Stories

In September 1997 after a strategic repositioning, the former Evanston Hospital Corporation launched its new consumer brand: Evanston Northwestern Healthcare. The "Life Stories" branding campaign focuses on life and vitality, rather than clinical issues. To connect emotionally with the female target, all advertising features real patients enjoying their real life experiences after recovering from serious health situations.

Brand: Evanston Northwestern Healthcare
Client: Evanston Northwestern Healthcare
Agency: Rhea & Kaiser Advertising, Inc.
Language: English