Contextually relevant health tips promote awareness of nearby clinics
The Everett Clinic, a provider of primary and specialty care in the North Puget Sound region is expanding its footprint into more communities. At the same time, healthcare mergers have resulted in a number of larger competitors, with deeper pockets. With much of the competition based outside the market, the time was right to highlight The Everett Clinic’s position as a community asset, devoted to the health of our region.
With nearly every competitor messaging the typical “we care” cliché in healthcare advertising, we decided to differentiate with an idea that doesn’t just say “we care”, it demonstrates it.
“We’re Here for Your Health” is a campaign in the public service tradition, offering quick bits of good advice to help people stay healthy. Instead of a traditional branding campaign that would be all about us and how much “we care”, we turned it around to make it all about the people we serve, showing (rather than telling them) in contextually relevant placements in digital, transit and print, how much we really do care.