Breast Cancer Awareness Campaign

Genesis Healthcare Heart Services Campaign


Background:

Robbie at KemperConnect created an overarching brand theme based on his research with C- level administrators, caregivers and community members. This brand theme of “Genesis Pride” became the message in our first campaign for Genesis – “Progress & Pride”. We creatively highlighted patients, doctors and caregivers at multiple levels to tell their stories – always concluding with “And I’m Genesis Proud”.

This consistent theme allowed us to tell success stories and begin our brand building.

Heart Services Campaign:

We recommended that Genesis lead with their strongest and highest visibility service line – Heart Services. The research work we did for the overarching brand theme validated our thoughts.

Process:

Against the successful backdrop of the Progress & Pride campaign we were able to easily recruit doctors, patients and caregivers to tell their individual stories. Robbie interviewed each physician, caregiver and patient that was identified, and spent a few minutes connecting with them. This work, done up front, made the later on-camera interviews and stills in clinical areas an easier and more familiar process.

Recommendation:

To build on the brand theme, but differentiate this campaign as Heart Services, we chose to focus on quality and range of specialties within the service line. Genesis is at the top of their game when it comes to heart quality protocols and national rankings. Other than transplant, their heart service line is complete and well-coordinated. We chose a range of physicians to represent the sub specialties, caregivers from cath lab RNs to rehab therapists, and patients who received a variety of their heart care at Genesis.

Next steps:

Interview each participant on-camera, film our “stars” in clinical settings, and shoot stills as we move through our days to build an image library for print.

Creative Inspiration:

When we begin with a long list of volunteersand a goal of telling a consistent brand story, we always set goals on how many TV commercials, radio spots, newspaper ads and outdoor versions we would like to create. But, since we’re working with the realities of real people – we never really know until the creative magic is allowed to ‘happen” with skillful direction.

Media Weight:

The mix of TV, radio, newspaper, outdoor and web banners is what works well in the Genesis market. There is sufficient coverage and competition to get reach and frequency at good rates on behalf of our client.

Ready, Set, Launch:

The Heart Services Campaign launches early May, 2010.