Covenant HealthCare needed to update their website and refresh their brand message.
Covenant’s website was a critical resource for both current and potential patients—a place to find information, search for a physician, sign up for programs and more. Covenant wanted to draw people to the website and make it easier for everyone to use. With these goals in mind, we redesigned their entire website with a fresh, easy to navigate, responsive design, and did research and analysis to maximize SEO.
To refresh Covenant’s established brand message of “Extraordinary Care for Every Generation,” Brogan created a moving, emotional 2 minute video titled Extraordinary Anthem, a matching :90 TV spot for launch and several tagged :30 spots featuring surgical teams in Orthopaedics, da Vinci Robotic Surgery, Bariatrics and Neurosurgery. To make the most of Covenant’s budget, we also created a “donut” video. In this video, interchangeable segments can be inserted into the “donut hole,” to feature a variety of different physicians and specialty areas. This versatile library of brand advertising can be re-edited over the next several years.
Covenant significantly increased brand awareness metrics in Overall Quality, Best Image/Reputation, and Ad Recall, with increases of several percentage points in each category, solidifying its leadership position. As the call to action, the website received a traffic increase of 25% in the first year, with 3500 online physician video views, far exceeding goals.
The campaign won 6 awards, including 2 Aster Awards, 2 Gold Addy Awards, a Silver Healthcare Marketing Award and a Summit Creative Award.
Covenant acquired a second new and improved da Vinci robot, and also had the leading robotic surgery experts on staff. They wanted to promote their superiority in robotic surgery and gain market share in the Great Lakes Bay Region.
We created a campaign that put the high-tech robot front and center, to communicate two important points: Covenant was the place to go for state-of-the-art robotic surgery, and robotic surgery’s advantages could help you recover faster and get back to your everyday life. Humorous print, interactive and outdoor ads showed the surgical robot on the golf course, walking a dog and shopping at the mall—all the activities robotic surgery could help you return to, faster than ever. Coordinating radio was also created to give additional information about the advantages of robotic surgery.
In the first year of the campaign, website traffic tripled; in the most recent flight, website visits went from 10 in the month before advertising to 18,053. This is critical to the goal of educating consumers on the benefits of the technology. In addition to winning a Health Care Advertising Award for this campaign, Covenant has seen a 100% increase in robotic surgical volume.
In an extremely competitive healthcare market, how could Covenant make its services stand out in the crowd?
Brogan developed a series of eye-catching bus wraps that utilized the shape and structure of the bus itself as part of the design, effectively turning the bus into a moving billboard for Covenant’s services. Unique bus wraps were created for key Covenant service lines, including Surgery, Trauma and NICU. To get even more bang for Covenant’s buck, an ad for careers at Covenant (which looked like a license plate) was featured on the back of each bus. The bus wraps won Gold Aster and Silver Healthcare Marketing Awards, as well as increased awareness for Covenant service lines in the region.
Covenant HealthCare - Electronic Medical Records
Covenant HealthCare wanted to tout their leadership position in Electronic Medical Records (EMR), a hospital feature that provides instant connectivity to media records throughout the healthcare system. This translates into increased safety, convenience and quality care for patients. Part of the challenge? We needed to explain the terminology for EMR aka "Electronic Medical Records" to consumers. Plus the benefits.
We developed a TV, radio, interactive and print "Meet Joe" campaign that simplified the message to convey the instant connectivity EMR brought to all of Joe's doctors and hospitals so Joe could get back to simply being Joe. The results: Covenant experienced a significant increase in consumer awareness for "latest technology and equipment" gaining from their key competitor. Campaign also contributed to their increase in overall hospital ad recall.
Covenant HealthCare - Breast Cancer
The awareness of Covenant's credentials for comprehensive breast cancer treatment and care was not where they wanted it to be. Covenant wanted to focus on spreading awareness of the program as a cancer care leader—one where all of your doctors are working together to fight for your life.
The Covenant Cancer Care program employs a “team" approach with exceptional communication among staff and the patient throughout diagnosis and treatment. Our campaign demonstrated that with the support of her team at Covenant, our patient was “stronger than cancer.” The campaign included powerful TV, radio, interactive and print ads.
Call center volume and inquiries specific to Covenant’s Breast Cancer program increased dramatically. The “Treating Yourself Like Royalty” event hosted by Covenant was attended by 255 people—so many, in fact, that Covenant had to cease advertising efforts for the event early, as every spot was filled. The television commercial, “Close Up,” won an award from the Annual Healthcare Advertising Awards.
Covenant needed a new campaign that set it apart in an increasingly competitive hospital environment. The campaign had to increase positive awareness and determine Covenant's key differentiator—its comprehensive care you can depend on through every life stage.
We rebranded Covenant as "Extraordinary care for every generation." Call center volume and website visits increased exponentially, and the campaign received positive internal support. Covenant consistently dominates market share and leads for overall quality/image. Plus, Covenant had the highest ad recall. The brand TV spot won a Silver award in the prestigious Healthcare Advertising Awards. Perhaps most gratifying is that Covenant has designated the themeline as its Mission Statement.
In an aggressively competitive healthcare marketing environment, Covenant Center for the Heart needed to establish their leadership position and impeccable credentials for cardiac care.
On Valentine’s Day in 2011, Covenant launched the “Love Notes” campaign. It included traditional advertising (outdoor, TV, radio) that supported the strong commitment to mobile, digital and social media (texts, interactive, eBlasts, tweets). Target audiences were directed to the Covenant Center for the Heart home page to sign up for heart-healthy “Love Your Heart” text messages and eBlasts. Others found a heart-shaped Post-It Note on the front page of the newspaper encouraging sign ups. During the first few weeks, the campaign received 2,900 hits and more than 100 text and eBlast sign ups.