A Northwestern Health System and Payer was looking for comprehensive campaign development and execution after a recent acquisition. The approach encompassed the entire process from strategic planning to final implementation, focusing on unifying the brand's messaging and enhancing its digital presence. I worked closely with the client to guide them through every phase, ultimately achieving substantial organic growth for the agency by executing a successful campaign for the client.

Collaborating closely with the client, I ensured that every aspect of the campaign was strategically aligned with the client's objectives. This initiative not only transformed the client's external communications but also reinforced its internal marketing capabilities.

Project Components:

• Strategic Planning: Initiated with an in-depth assessment of the organization’s services, focusing on the 'First Touch' offerings like urgent care, express clinics, and virtual health​​​​.

• Brand Unification: Addressed the challenge of multiple service offerings under different names by recommending a unified branding approach under one umbrella​​.

• Audience Targeting: Developed a campaign focused on consumers, with secondary emphasis on employees, employers, and referring physicians​​.

• Digital Transformation: Embraced a 'Digital First' approach, recognizing the dynamic nature of the audience and the necessity of aligning marketing efforts with the consumer journey​​.

Executional Work:

• Proof of Concept: Demonstrated the campaign's potential through a proof of concept, which paved the way for managing the full executional work.

• Creative Development: Created a cohesive messaging framework and delivered campaign platform concepts, including mass advertising, an enhanced web experience, and digital advertising.

• Integrated Campaign Elements: Utilized various channels like print, outdoor, TV, and direct marketing for a holistic campaign reach.

Measurement and Optimization:

• Dashboard Implementation: Developed a measurement dashboard to track the campaign's performance, enabling real-time insights and data-driven optimization​​.

• Content Strategy Alignment: Aligned the campaign with the system's evolving content strategy, ensuring a consistent message across all digital and traditional channels​​.

Outcomes:

• Organic Growth: The initial campaign plan led to organic growth opportunities with the client, as the proof of concept demonstrated strong effectiveness that had the ability to scale.

• Enhanced Market Presence: The unified brand and comprehensive campaign elevated the health system's presence in the market.

• Data-Driven Success: The implementation of a measurement dashboard allowed for ongoing optimization of the campaign, ensuring continued relevance and impact.