BE SELFISH
Olmsted Medical Center
AdvertisingBranding Campaign
The Goal
Community-oriented since its inception in 1949, Olmsted Medical Center has been providing easy access to healthcare — personalized, progressive and always patient-first — to Southeastern Minnesota for more than 70 years. The organization has evolved thoughtfully over time to ensure the continued delivery of exceptional care when and how it’s most convenient for the entire community. When OMC engaged us to help increase market awareness and drive both call volumes and office visits, we saw an opportunity for them to connect with patients on a deeper level than ever before. It worked: Compared to year-over-year and three-year trend performance, patient volumes and revenue alike increased significantly once we launched the campaign.
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Taking care with great care
OMC offers a range of healthcare options designed to serve a large, diverse community at all stages of life, recognizing that we all do so much to care for our parents, our grandparents, our aunts, uncles, brothers, sisters, spouses, kids and best friends. As a rule, many of us overlook our own needs to care for the people in our lives. We worked with OMC to arrive at a way to give patients permission to make their own health a priority for a change.
Putting patients first — by helping them do the same.
The key was to connect how our target cares for the people in their lives to how much OMC cares for them — and how important it is to turn that care inward every once in a while. Because it’s only when we’re healthy that we can be in the best position to care for, nurture and support those who matter most in our lives.
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Meet them where they live, work and play
Out-of-home placements throughout the market combined with print ads to support the messaging — with broadcast spots appearing in movie theaters, digital executions online and at the OMC website, and coffee sleeves warming cups in on-site cafeterias and local Dunn Brothers café locations alike.
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We all know the feeling
OMC is uniquely positioned to understand the healthcare and lifestyle needs of the people in their community because the people who work at OMC are the people in the community. One day’s physician, receptionist or custodial staff member will very likely be an OMC patient the very next. Radio spots combined with the TV spots to make these connections explicit, connecting OMC’s understanding of their patients with the recognition that we all need to have healthcare made easier and more accessible for it to truly fit into our busy lives.
Let’s bring it in
At the same time that we were reminding patients to focus on themselves for a change, we also tasked OMC employees to re-commit themselves to one of the most firmly held beliefs at the heart of the organization’s mission: that at every level, and from the boardroom to the breakroom and beyond, every OMC employee is a caregiver.
Every OMC employee is committed to delivering an exceptional, high-quality, compassionate experience. We produced a series of posters featuring employees from throughout the organization, putting stories and personalities behind the caregivers patients were likely to run into during any given visit to OMC.
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COVID-19? We have a plan for that.
When the coronavirus pandemic hit, OMC had to pull back on the number of elective services they could offer — and, like the rest of the healthcare world, prioritize the safety and wellbeing of their staff and community as a whole.
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They developed a strategy for maintaining a safe and healthy environment once the time came to once again start seeing patients in their facilities. They expanded patient access to alternate healthcare options, including telemedicine. And they worked with their internal audience (staff members at all levels) to take on these changes as part of their own collective mission and collective responsibility.
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We turned on a dime as well, producing pandemic-appropriate messaging that built on our existing internal and external campaigns while assuring patients, visitors and the community alike that OMC remains committed to making sure every visit, every consultation and every step the organization takes is with the health and safety of the greater community in mind.
