Best Healthcare Provider Integrated Ad Campaign

Unlike the traditional breast health 'get your mammogram' healthcare campaign, Advocate has developed a very edgy concept to drive engagement and conversation about breast health. Anytime you introduce a double entendre ("The Girl") as part of a marketing campaign you take risk. However, the Chicago healthcare market is noisy and we had to figure out a way to breakthrough the clutter. While we wanted women to join the conversation at storiesofthegirls.com, we really wanted to take advantage of our patient added-value proposition. We were the first in the market to offer same-day, no-referral mammograms, with 24 hour results. So, that said we measured the growth in mammogram appointments (up over 10% across the system), web site visits, and engagement in the conversation (social media). This integrated campaign combined social media contests, social media donation campaigns coordinated with the American Cancer Society, rich media, banner ad takeovers, microsite, direct mail, out of home, billboard and television. In addition, to traditional and digital, Advocate also debuted an 18ft giant traveling support bra, which span a viral social campaign. http://www.storiesofthegirls.com/support-bra

Contributors:

Kelly Jo Golson:	Senior Vice President, Marketing
Christine Priester:	Vice President, Marketing
Angela Kasel:	Director, Marketing
Mayura Kumar:	Director, Digital Services

ADVOCATE HEALTH CARE

Location: USA