St. Peter’s Health Partners is the most comprehensive, integrated network of care in New York’s Capital Region. However, explaining the benefits and nuances of integrated care from diagnosis to treatment to rehabilitation can be a complex marketing message. Media Logic made it simple for consumers to understand with a storytelling campaign anchored by five easy-to-remember words, “Connected Care is Better Care.”
The effort featured evocative, relatable stories that followed patients’ healthcare journeys for three key service lines: oncology, cardiology and physical medicine & rehabilitation. The campaign kicked off with three flagship television ads launched via a high-visibility regional sponsorship of the recent Summer Olympic Games. The integrated effort also included landing pages for each of the service lines, print and digital display ads, radio and paid social.
It all worked together to help raise awareness and enhance consumer preference for the expanding healthcare system.
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Although Gen Zers are responsive to premium cards, various earning reports indicate that that they are also value-focused and eager to "do the math." To help justify steep annual fees, portfolio managers have focused on encouraging premium cardholders to take advantage of a barrage of statement credits, now often referred to as the new "coupon book."
Media Logic's PersonaLAB™ is a new strategic tool that brings buyer personas to life to guide our team's creative and messaging development, shape media targeting and enable sales teams.
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