Advertising Showcase: Baptist Health’s “Living Proof” Integrated Marketing Campaign Each month, Strategic Health Care Marketing Advertising Showcase will feature challenges, tactics, and outcomes of a multimedia advertising campaign — offering you strategic and creative insights from some of the nation’s leading hospitals, health systems, and health-related organizations. ‘Living Proof” Integrated Marketing Campaign
Opportunity What do you do when your state has the highest cancer diagnosis and death rate in the nation? If you are the marketing team from Baptist Health, you join forces with your agency — &well — and move into action. Over the years, Baptist Health has tackled cancer advertising and marketing from several angles. First, by building awareness of the health system’s advanced treatment options. Next, by addressing the importance of early diagnosis and empowering consumers to take charge of their health. The third iteration of the campaign was designed to walk consumers through the cancer journey. Research revealed that many people in the market assumed that a cancer diagnosis meant a death sentence, and as a result, they avoided seeking medical treatment. In fact, 36 percent of survey respondents said they avoided seeing a doctor due to fear and anxiety. A new campaign was needed to help consumers overcome this barrier by flipping the narrative — focusing on the outcome rather than the diagnosis. Read on and watch the video to learn the strategy behind Baptist Health’s award-winning, integrated marketing campaign.
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