The Situation
Despite its position as the largest health system in Kentucky and southern Indiana, Baptist Health found itself not leading the market in cancer care. This presented a ripe opportunity in a region where risk factors were disproportionately high. To address this gap and attract more high-quality patient leads, Baptist Health turned to &well to develop a systemwide campaign aimed at increasing awareness and engagement with their cancer care services.
The Solution
Delving into a discovery phase, &well uncovered both opportunities and market challenges. The region served by Baptist Health faced alarming rates of cancer diagnosis and mortality, with a prevalent misconception that a cancer diagnosis equated to a death sentence. Research revealed that fear and anxiety deterred many from seeking medical treatment, with 36% of consumers admitting to avoiding doctor visits for this reason.
In response, &well set out to reshape the narrative with a campaign strategy offering hope and emphasizing the power of knowledge in early cancer detection and treatment. Opting for a storytelling approach aligned with friends and family as the most trusted messengers, the campaign spotlighted real-life stories of patients who had triumphed over cancer, aimed to dismantle barriers of fear and anxiety. Authentic testimonials illuminated their lives post-diagnosis.
The Results
The campaign garnered significant recognition, winning accolades such as Silver for Best Interactive and Distinction for Best Integrated Marketing Campaign at the Healthcare Leadership Awards, earning Merit in Digital Video Ad at the HDMAwards and Silver for Sentiment Targeting Ads at the 2024 American Advertising Federation Louisville ADDY awards, highlighting its exceptional effectiveness and innovation.
INCREASE IN
LUNG CANCER SCREENINGS
LUNG CANCER SCREENINGS
0
%
INCREASE IN
COLONOSCOPIES
COLONOSCOPIES
0
%
INCREASE IN
RISK ASSESSMENT ENGAGEMENT OVER CONVERSION RATES
RISK ASSESSMENT ENGAGEMENT OVER CONVERSION RATES
0
%
INCREASE IN
DIGITAL PERFORMANCE OVER BENCHMARK
DIGITAL PERFORMANCE OVER BENCHMARK
0
%
INCREASE IN
SOCIAL MEDIA PERFORMANCE OVER BENCHMARK
SOCIAL MEDIA PERFORMANCE OVER BENCHMARK
0
%
