Healthcare marketing to champion Michigan hospitals.

Julia Mastropaolo 11/16/17 - 5:46 pm

Concerned about the state of affairs for healthcare reform? Wondering how it’s all going to shake out, but feeling helpless and unsure how to get involved? Our client, Michigan Health & Hospital Association (MHA), gets it — and has just the answer for you. It’s called “MiCare Champions.” This is the network of citizens they developed to engage in advocacy efforts to protect affordable healthcare in Michigan. Our job was to develop a public advocacy campaign to build this network.

Where did we start? Market research, of course. With stakeholders, healthcare leaders, and consumers from Detroit to Marquette. Teledepth surveys and on-line focus groups, including remote UP participants, gave us a range of perspectives to fuel the quantitative piece – an online consumer survey.

Next, we developed a “Healing Hands” campaign, targeted to the 228,000 MI healthcare workers, as well as concerned citizens and female healthcare decisionmakers. The emotionally gripping, feel-good video features real doctors, nurses and healthcare workers and is based upon an appealing message which surfaced via the research: Michigan hospitals help people in sickness and in health, and not always in the hospital.

Many of us don’t realize the amazing ways our hospitals are reaching beyond their walls to build healthier communities across the state. From violence intervention programs in Detroit, to adaptive sporting equipment for the disabled in Grand Rapids, to fundraising for travel and lodging expenses for cancer patients in St. Ignace, the video and eblasts focus upon these stories. MHA further pushed out the message via social, digital and PR.

The results? Within only 2 months of launch, the video has been viewed in its entirety 34,000 times. There have been more than 7,800 visits to And most importantly, there’s now a group of close to 300 MiCare Champions (and growing), ready for quick activation when needed. Are you interested in joining this empowered group? Learn more and sign up at

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Blog Category: Healthcare Hospitals

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