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.