HeartCare Midwest is the system-wide cardiology provider for OSF Health in Peoria, Illinois. To help drive increased patient volume, they felt their awareness levels could be improved, especially in outlying rural communities. When they asked us to create their first-ever brand campaign, we jumped at the opportunity to help them stake their claim in Peoria.
Digging into the research, we came across an interesting insight: happy patients don’t love the clinic where they received care—they love their doctors. When we learned the cardiologists at HeartCare Midwest had a 99.9 percent patient satisfaction rating, we knew we’d found our first campaign.
Our idea was to celebrate the “love connection” between HeartCare Midwest patients and their cardiologists. Playing on themes from popular online dating spots, we dialed in some personality that both providers and patients loved. We originally made a few T-shirts just to be a TV prop, but they created enough buzz that we ended up having them printed for the cardiologists to hand out to patients. They had to reprint them three times during the campaign.
HeartCare Midwest: Love My Doc Campaign
In a PRC study conducted two years after the campaign ran, respondents were asked which system is perceived as the best for heart surgery, outpatient care, and cardiac care. HeartCare Midwest was the overwhelming winner throughout every community in their trade area—including nearby rural areas.
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