Value-Added Account Management and Media Planning

How to maximize the value of a regional media budget and strategically integrate the corporate credo of "Personalized Care" into all aspects of marketing communications?

goal

Affinity Health Systems is a regional group of hospitals and clinics located across the Fox River Valley in Northeastern Wisconsin. Affinity needs to differentiate itself in a crowded healthcare market. Their corporate credo—Personalized Care—is a good start, but they wanted unique ideas to fully integrate this philosophy throughout all their communications, make it resonate with potential patients and demonstrate that it is much more than just words it’s how they treat every patient, every day.

result?

The client was thrilled, as personalized marketing really drove home the Personalized Care message across Affinity’s market. Local radio personalities had mammograms, got prostate checks and quit smoking—all while talking, blogging, posting and tweeting about their experiences with Affinity. These personal testimonials were reinforced with outdoor, online, radio and TV ads and sponsorships. It’s taking word-of-mouth to a new level and putting an extra personal spin on the Personalized Care message.