The perception of telemedicine instantly evolved from a late-night convenience to a life-saving solution during the COVID-19 crisis. As consumers were urged not to overwhelm emergency departments and testing locations with possible symptoms of the virus, the terms “telemedicine” and “telehealth” seemingly entered the national lexicon overnight.
There was a clear knowledge gap, however, between awareness and adoption – including how and where to access telemedicine (and how much it might cost). Working with a longtime health insurance client, MVP Health Care, Media Logic quickly developed a public service campaign to bridge this gap…making it easier for consumers across New York State and Vermont to access telemedicine services available to them.
The effort was anchored by the theme, “Stay home. Stay safe. Try Telemedicine First.” – creating a strong, directive mnemonic repeated across TV, radio, outdoor and other media. All media drove consumers to a first-of-its kind microsite that provided a simple way for consumers to research their telemedicine options, whether searching by location or by their health insurance company.
Developed on a pro bono basis, it was all about providing a critical service to our community during an unprecedented health crisis.
Ready to find your edge?
Get smarter strategy and breakthrough creative. Backed by unmatched client support.
The way healthcare consumers search has quietly changed, and the implications of this shift are shaping who gets found, and who is left out. Before a potential member ever reaches your website, many of them have already asked an AI platform to explain their options. Today, the question isn't just "How do we rank?", but when an AI platform answers a question, are we as source it trusts and cites?"
Parents are emerging as a key consumer segment signaling where digital commerce is headed: new research shows they don't just spend more time shopping online, but convert at a higher rate, use mobile more, and abandon carts faster when checkout friction appears. For financial services marketers, that last point is crucial, since the parent segment's growth potential is most easily captured at checkout, where payments strategy already lives.
Ally Bank recently dropped an "Okay, Boomer" on the industry. In a series of billboards appearing in large cities across the United States, the digital-only bank released a campaign with provocative messages that mock traditional bank branches and the people who love them.
