Presence Medical Group (PMG) is ranked among the largest physician groups in Chicago. The medical group is comprised of 370 providers including about 200 primary care and special physicians located throughout Northern Illinois. PMG wanted to create a personal connection and build loyalty to the PMG brand, so patients would consciously select PMG as their preferred provider.
PMG resides in a highly competitive market where its competitors have raised the bar on consumers' service expectations offering same day appointments, extended/weekend hours, WiFi and eVisits as basic service offerings. PMG wanted to increase volume and utilization among consumers through the introduction of online scheduling and same day access.
By promoting the idea of "Healthcare made easy," B63 created a campaign for PMG patients and future patients focusing on how they can easily connect with physicians and the people of PMG through online scheduling. In addition, by highlighting the hidden talents of physicians and the people of PMG, they can connect with patients and family members on a human level.
Strategic Messaging Platform:
What: "Healthy is the heart of what we do." [Well-being]
How: "Healthcare made easy." [Access]
Who: "In moments that matter." [Partner]
Why: "Achieving your best life." [Feeling your best]
Integrating Mulitple Forms of Communication: Guerrilla Marketing, Traditional Advertising, Social Media, Community Involvement and Practice Locations
The campaign kicked off with a large public installation to create excitement, and then unrolled into other marketing channels, including outdoor, TV, radio, transit, social and print. The campaign coincided with a Health Editorial Calendar to guide the focus of hidden talents, events and promotions.
B63 also built a Physician Toolkit, so individual practices could easily personalize existing marketing materials. Each piece leveraged the strategic messages and image to support the PMG