Loyola Medicine needed assistance in increasing patient acquisition in a crowded market where cautious customers are uncertain, inundated by substantial marketing and service claims.
To stand out from the competition, Loyola Medicine needed a campaign and value proposition that would better compete with top Chicago hospitals by focusing on technology.
So, it turned to Plan B to evolve its existing “Body & Soul” campaign.
Choosing a healthcare system/provider is a highly personal decision for consumers. Patients are bombarded with information from this industry and not always sure who to trust. Loyola Medicine makes this decision easier for patients, with its value proposition of treating the whole patient – mind, body, and soul. While redirecting Loyola’s advertising to focus on technology would help build credibility and gain consumer trust, Plan B saw Loyola’s “whole person” approach to healthcare as a more effective differentiator in the market—an insight we tapped while showcasing Loyola’s technology.
Plan B built upon the successful “Body + Soul” campaign by pairing leading-edge technology with the compassionate caregivers who use it in an effort to visualize how Loyola Medicine is treating the whole person. The visually arresting “High-Tech, High-Touch” campaign was integrated across Loyola Medicine’s earned, owned, and paid media—from traditional print ad media buys in Chicago newspapers and local suburban magazines to premium digital listings. Each digital ad placement integrated a unique URL to track a particular ad’s effectiveness and to further inform strategic media placement.
The “High-Tech, High-Touch” campaign reinforced Loyola Medicine’s position as a top hospital in Chicago’s western and southwestern suburbs, with doctors anecdotally reporting that patients brought physical printouts of print ads to appointments with new physicians. In addition to this, the new creative and media mix reduced Loyola’s cost per conversion by 41%.