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2009 Gold Effie Winner

“A New Way To Look At Healthcare”
Category: Healthcare – Products & Services Brand/Client: HealthPartners Primary Agency: Preston Kelly Media Agency: Marketing Midwest

Strategic Challenge
Smiling doctors. Smiling patients. Smiling doctors with smiling patients. Historically, this was the creative standard for all healthcare communications in the Twin Cities market. Throw words like “hope” or “quality care” into a TV spot, outdoor or direct mail execution and a healthcare ad is born! HealthPartners was operating in the same healthcare tone until they directed us to free them from the healthcare advertising mold with something new. HealthPartners is the #3 healthcare brand in Minnesota, behind Blue Cross Blue Shield and Medica1. The organization has a unique business model; along with its healthcare plans for more than 1 million members nationwide, HealthPartners also gives direct care to patients at 30 clinics and 2 hospitals in the Twin Cities region2.
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Advertiser (HealthPartners) Data Advertiser (HealthPartners) Data – HealthPartners.com

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242
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©2009: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

schedule visits. 6th Floor. distribute. adults who use or are open to using the web for more than checking email. publish or broadcast the information to anyone without the prior written consent of the Effie Awards.com average monthly registrations by 30%. so externally our target audience was based on a mindset..org is the property of the Effie Awards and is protected by copyright and other intellectual property laws.com had offered patient tools that allowed registered users to get lab results within 24 hours.For more than 3 years HealthPartners. This brief may be displayed. with 50% of those test results available in 4 hours and 93% of test results available in 24 hours6. But did a stigma exist with healthcare? Were consumers too concerned about putting their personal medical information online? Focus group research told us no. but no one was coming to the revolution. Our strategic communications challenge was to create a campaign that motivated members and patients to register for online patient services. Objectives 1. . Exceed campaign advertising awareness by 10 percentage points over nearest competitor. happy people mold – truly a new way to look at healthcare – the awareness goal was set high at 10 percentage points above competitors. We knew other industries like travel and banking had gone before us. reformatted and printed for your personal use only. sell. (Quantifiable & Behavioral) This percentage increase was agreed upon by the client and agency after discussion with a healthcare organization in Seattle who underwent a similar campaign. Client data also revealed that the “lowest hanging fruit” for online patient services were members and patients that received a lab test. they simply didn’t know all these tools were an option5. 2. HealthPartners traditionally ranked 3rd or lower in awareness measurements. More than 200. publicly display. monthly registrations for new users remained stagnate3. But for that entire time. 3 4 Advertiser (HealthPartners) Data – Monthly Activation Yankelovich 5 Advertiser (HealthPartners) Data – Web Site Design Study May 2007 6 Advertiser (HealthPartners) Data – 2007 Clinic Services Report Effie® Awards 116 E. all online. Looking to create a campaign that broke out of the smiling. correspond with their doctors and view immunization records. behind its top competitors. with advertising that would completely break the cycle of standard “smiling doctor” healthcare advertising – a new way to communicate this new way of accessing healthcare.000 lab tests were done per year at the clinics. It seemed that revolutionary tools existed. These consumers revealed the web was still an unconventional way to access personal healthcare – but they could see the potential5. By using this site. Eighty-five percent of consumers now book travel online and nearly 70% bank online4. NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th ©2009: The information available through effie. Their efforts began approximately 2 years ago and we matched our goals with their results. New York. you agree not to reproduce. Increase healthpartners. retransmit. 27 St. But lab tests were not exclusive to any one demographic.

NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th ©2009: The information available through effie. This proved the point. distribute. in new. GIANT medical props led the campaign tone. We matched our end user benefits with specific medical props: END USER BENEFIT Receiving test results: >>> MEDICAL PROP Specimen cup (hereto referred to as pee cup) Throat culture swab Tongue depressor Syringe Pill capsule Corresponding with doctors online: Accessing immunization records: Refilling prescriptions online: Once constructed. publish or broadcast the information to anyone without the prior written consent of the Effie Awards. New York.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. With that benchmark. these served as broad reach visuals. The 7 Advertiser (HealthPartners) data – 2007 Awareness Study Effie® Awards 116 E. This then gave us an internal checkpoint for our ideas and executions – are we doing this in A NEW WAY or does it look like it could come from any healthcare organization? Bringing the Idea to Life OUTDOOR: An outdoor billboard schedule served as our mass awareness tool to shout A New Way To Look At Healthcare as the theme for healthpartners. With the themeline either flipped upside down or extended off the board. Receiving lab results. Smiling doctors and patients in a sea of blue and green are all consumers see in the market. 6th Floor. This brief may be displayed. sell. This required that we create non-traditional healthcare advertising to reach our healthcare users with a new. retransmit. you agree not to reproduce. non-traditional look. nontraditional places. MEDICAL PROPS: The giant medical props that served as the cornerstone of the big idea were first placed in urban and downtown settings. and was 7 feet tall. By using this site. A NEW WAY TO LOOK AT HEALTHCARE. corresponding with a doctor and viewing medical records online is a nontraditional way to access medical care and records. . An awareness study revealed that 37% of consumers believed HealthPartners had TV spots airing when in reality. our big idea was LITERALLY a big idea. healthcare is a low-interest category. By naturally extending from this fresh delivery mode..com. Looking at the top user benefits we matched each with common medical items. Unless you’re sick. we created our strategic lever and themeline. the bigger than life pee cup weighed more than 400 lbs. consumers could not differentiate one healthcare provider from another. HealthPartners hadn’t been on TV for more than 4 years7. This was a cost effective channel to reach our mobile consumer through the summer months (campaign ran May through August). where high numbers of HealthPartners members and patients live and work. publicly display. reformatted and printed for your personal use only. 27 St.The Big Idea Non-traditional healthcare tools can only break through to consumers in non-traditional ways.

Over half of the online media buy was designated to rich media banners and pre-roll video which revealed our street team chasing down people to explain it’s no longer necessary to wait to speak with a doctor or to receive test results. The entire campaign was art directed in bright orange and yellow to tie the executions together and visually display this was indeed A NEW WAY TO LOOK AT HEALTHCARE. The jumpsuit-clad team ran with a giant tongue depressor and abruptly caught our potential users on the street. so it was important that they were completely vested and enthusiastic. Cup. 27 St. at the mall. approachable life-size specimen cup. quickly revealing that the information they traditionally had to wait. web users had the quickest access to healthpartners.com. you agree not to reproduce. Cup has a Facebook page where over 680 have friended him.. SOCIAL MEDIA: Petey P. This brief may be displayed. . the new HealthPartners. 6th Floor. running around the cities’ lakes. A pee cup.com so a banner ad schedule was placed on all the major. When a few employees made Petey pajamas and another passed around pictures of a home-made pee cup birthday cake we knew we were on to something.giant pill was nearly 300 lbs and the syringe 10 feet long. publish or broadcast the information to anyone without the prior written consent of the Effie Awards. retransmit. but he also played a major role in seeding the campaign with employees. Just the right size for hugging. A healthcare mascot was completely unexpected and his pee cup body generated reactions of raised eyebrows and huge smiles – Petey embodied the fact that HealthPartners really did have a new way to look at healthcare. with four-fingered hands and big cartoonish feet. NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th ©2009: The information available through effie. syringe. By using this site. ONLINE ADS: Inherently. New York. where they were joined by Petey P. tongue depressor and pill capsule all floated by to reveal the end user benefit of accessing healthcare online. local news sites. publicly display. Effie® Awards 116 E. reformatted and printed for your personal use only. memorable way to connect with consumers and create buzz for healthpartners. sell. MASCOT: The giant props then toured sports venues and events. This internal audience was a very important element in “selling” the online patients services at the clinics. BUZZ: Petey’s primary role in the campaign was to serve as an approachable.com mascot.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. call or go into a clinic for could now be accessed online. A soft. with added value banner advertising layered on at local radio station websites. It lists his appearance schedule and links to his youtube videos. distribute.

org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. publicly display. NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th ©2009: The information available through effie. 27 St. . Increase healthpartners. sell. By using this site. Cup Mascot Additional Marketing Components: None Reach: Local Total Media Expenditure: Under $500 thousand Results 1. retransmit. reformatted and printed for your personal use only. you agree not to reproduce. This brief may be displayed. 6th Floor.com average monthly registrations by 30%. publish or broadcast the information to anyone without the prior written consent of the Effie Awards.Communications Touch Points TV Spots Branded Content Sponsorship Product placement Packaging Product Design Cinema Trade Shows Sponsorship Retail Experience POP Video In-Store Merchandizing Sales Promotion Retailtainment Interactive Online Ads Web site Viral video Video skins/bugs Social Networking sites Podcasts Gaming Mobile Phone Other_____________ Radio Spots Merchandising Program/content Print Trade/Professional Newspaper Consumer Magazine Print partnership Guerrilla Street Teams Tagging Wraps Buzz Marketing Ambient Media Sampling/Trial OOH Airport Transit Billboard Place Based Other_____________ Direct Mail Email Consumer Involvement WOM Consumer Generated Viral PR Events Other __Giant Medical Props__ Petey P.. (Quantifiable & Behavioral) Effie® Awards 116 E. distribute. New York.

with one reporter signing up to be Petey for a day and writing about the experience from “inside the cup. this unexpected healthcare mascot generated press and consumer dialogue like nothing before in the history of HealthPartners. it is difficult to create positive buzz around a healthcare brand.COM ran a story about The World’s Weirdest Health Mascots in which Petey was pictured alongside Prosty the Spokesgland. with at least one event appearance per week. 27 St. publicly display. Cup. With over 22.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th ©2009: The information available through effie. publish or broadcast the information to anyone without the prior written consent of the Effie Awards. Exceed campaign advertising awareness by 10 percentage points over nearest competitor. sell. grew to be a true brand ambassador for HealthPartners. By using this site. The external campaign has ended with the exception of Petey’s schedule. In this case. reformatted and printed for your personal use only. . 6th Floor. This brief may be displayed.com and 680 Facebook friends and counting. A NEW WAY TO LOOK AT HEALTHCARE CAMPAIGN RESULTS MET AND EXCEEDED GOALS. Petey has even been requested to officiate a wedding (he respectfully declined as he is instructed only to wave.” Other various TV and radio stations discussed Petey and the uniqueness of this mascot.000 views on youtube. New York. distribute. CLIENT DATA IS CONFIDENTIAL Anything else going on that might have helped drive results? The HealthPartners. not speak). you agree not to reproduce. retransmit. ABCNEWS. Effie® Awards 116 E. consumer generated chatter was overwhelmingly positive.2. Petey P.. In the category of healthcare in which consumers are skeptical and increasingly concerned about costs. Both major newspapers in the Twin Cities ran extensive feature stories about HealthPartners new mascot. He remains active on Facebook and in the community.com mascot.