The two audiences at which Indiana University Health’s “I Am Stronger” campaign was targeted couldn’t have been more different.
First, there were physicians, upon whom the organization depends to deliver care to patients. And there were the patients themselves, consumers living in the system’s service area.
It was the campaign’s goal to ensure these individuals saw IU Health as home to the state’s most skilled physicians, putting it in a position to provide great care to the sick and injured but also the kind of services one needs to stay healthy and well.
The multichannel campaign used the most traditional elements, including ultra-brief but compelling TV ads, print placements, banner ads, and rich media content for websites. The campaign also embraced mobile, placing ads with popular apps like The Weather Channel and The Onion, a tap-through of which led to the campaign’s well-executed mobile site. Given the increased adoption of mobile (which recently and for the first time accounted for more than half of all online access), the inclusion of a mobile component was unique among entrants in this category—and it was an inspired decision.
The campaign certainly had an impact, driving some 90,000 page views to landing pages created specifically for the effort. The team recorded high levels of engagement with the content on the pages. From a metrics standpoint, the campaign either achieved or surpassed brand equity audit measurement goals.
For all of these reasons, the campaign wins top honors in Ragan’s 2014 Health Care PR and Marketing Awards as the winner of the Grand Prize: Health Care PR and Marketing Campaign of the Year.
All in all, it was a job terrifically done by the Indiana University Health brand marketing team including Mike Yost, David Mangan and Kara Anderson, as well as, Kellie Bliss, Jenn Trusco, Megan Finkelman, Kristina Musial, Ali Rieck, Beth Doshan, Erin McGarry, Tony Bonilla, Eric Oken, Dan Finch, Val Enzenbacher, Dan Boehne, Susanne Michalek, and Adam McCrimmon and the folks at HY Connect.
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