In January of 2017, HealtheConnections introduced a new marketing campaign to Central New York, speaking directly to medical professionals about the benefits of the health information exchange. This was immediately following incredible growth in 2016, setting the stage for an exceptional result – reaching 800 participating organizations enrolled. The marketing campaign was a key element in a larger strategy to boost enrollment spearheaded by the HealtheConnections team.
The team now celebrates the strategy, execution, and result that was recently awarded Marketing Effectiveness in Healthcare accolades from both the Summit and MarCom Awards, two prestigious competitions with winners from all over the world. HealtheConnections is proud to be counted among them in partnership with MPW Marketing, based in Clinton, NY.
The campaign kicked off by unveiling a cast of characters featuring Frank and Violet, who find themselves in unfortunate situations, requiring the help of healthcare professionals and the HIE to return them to full health.
While the centerpiece of the campaign has been the animated television commercials, each facet is incredibly important, working together and incorporating our characters with strong messaging targeted directly to CNY healthcare professionals. This created a whimsical, energetic platform for the main message: the HIE’s practical, convenient benefits and impressive metrics.
Once the messaging was perfected, media was carefully curated to target physicians and other healthcare professionals as closely as possible. Outlets include television commercials, radio, online advertising, social media initiatives, testimonial videos, and printed collateral pieces.
HealtheConnections looks forward to another successful year with even bigger results – keep an eye out for new, exciting initiatives to bring the message of improved healthcare for all to Central New York.