Integrated campaign showcases authentic doctor-patient interactions
PITTSBURGH (Dec. 13, 2017) Highmark Health today announced that its #LivingProof campaign received awards from three different organizations for excellence in three different categories, reinforcing its success in differentiating Allegheny Health Network (AHN)'s high-quality care and dedication to delivering value and an improved customer experience. Launched in August 2016, the campaign sought to share patient triumphs over health challenges as a way to bring AHN quality of care to life. In a feat of rapid, innovative production, it featured a new patient story each day for 30 straight days. Each story covered life as it unfolded, featuring authentic patient experiences that evoke powerful, emotional responses.
The #LivingProof campaign earned recognition as an outstanding Integrated Campaign in the Health & Wellness Category by Clio, the esteemed international awards competition for the creative business, which was founded to celebrate high achievement across advertising, sports, fashion, music, entertainment, and health care campaigns that push boundaries and establish a new precedent. This award salutes excellence in the highly specialized health and wellness field, recognizing creativity that not only meets the advanced needs of consumers but addresses the sophisticated challenges, demands, and opportunities of a fast-evolving, rapidly expanding marketplace and industry. AHN received a bronze award in the category.
Modern Healthcare magazine's annual IMPACT Awards designated the campaign a Gold Winner in its Digital Marketing category. AHN was formed in 2013, however consumers are more familiar with the individual hospital names (Allegheny General, West Penn, etc.) than they are with the broader network brand. Creating greater brand awareness and growing AHN's reputation was critical to increasing patient volume, which has grown steadily since the launch of the campaign. The Healthcare Marketing IMPACT Awards recognize the most creative and innovative health care marketing campaigns that are impacting the industry, addressing the ever-changing challenges in health care and reinventing the way people receive and retain healthcare information. Every year, Modern Healthcare partners with Advertising Age to spotlight marketing programs that embrace new methods for reaching consumers.
One of the oldest and most prestigious honors for creative excellence in advertising, the OBIE awards recognized the #LivingProof campaign with a bronze award in the Experiential category for AHN's Largest Cast installation, a larger than life experience that allowed consumers to interact one-on-one with the brand, while educating them on the quality of care provided by AHN. A 3D, oversized cast with the names of thousands of AHN orthopedic patients, including Pittsburgh Pirates catcher Francisco Cervelli, delivered #LivingProof of the health system's breadth of care in the community. Launched during the Family Fun Day block party prior to the Pittsburgh Pirates' last home game, all who passed by got to sign their own name on the cast, eventually totaling 3,000. A social media component encouraged the posting of photos and use of the hashtag #LivingProof to enter a drawing to win autographed Francisco Cervelli apparel. The cast was then cut and mounted on a billboard, delivering a striking visual and extending the message.
"These awards recognize our successful collaboration and partnership with Doner, who developed groundbreaking creative based in consumer insights that are authentic and that resonate with proof over promises," commented Cindy Donohoe, EVP and Chief Marketing Officer, Highmark Health. "We understand that health care is personal and we owe the success of this campaign to our members and patients who agreed to share their stories. Because, at the end of the day, it's about them and their health care experience, not us. They are the #LivingProof."
"It was amazing to partner with Allegheny Health Network on such an ambitious creative campaign, and especially to see the positive and real impact it is making for patients throughout the network," said David DeMuth, CEO and President, Doner. "As we entrenched ourselves in their world for a month, we were inspired by the dedication of the doctors and teams who truly are #LivingProof that medical miracles are happening every day."
Highmark Health retained Doner as its agency of record in February 2015 to oversee advertising strategy and media buying regionally for Highmark Inc. in its core and expansion markets, as well as for AHN in western Pennsylvania.
Doner is an 80-years-young global micro-network of creatively-driven, performance-minded offices in Detroit, Los Angeles, London, and Cleveland. Our mission is to make Audacious Things for Ambitious Brands. Why? Because the times demand audacity. We're hard-wired for the modern world with 25,000 square feet of maker space dedicated to producing content and brand experiences for the world's most ambitious brands, including Fiat Chrysler Automobiles, The Coca-Cola Company, Huawai, Cox Communications, Netflix, Highmark Health, Harman, Nestlé, Accor Hotels, Smithfield Foods, and The UPS Store. Doner is part of the MDC Partners Network. For more information, visit www.doner.com
Highmark Health, a Pittsburgh based enterprise that employs more than 40,000 people nationwide and serves nearly 50 million Americans in all 50 states, is the second largest integrated health care delivery and financing network in the nation based on revenue. Highmark Health is the parent company of Highmark Inc., Allegheny Health Network, and HM Health Solutions. Highmark Inc. and its subsidiaries and affiliates provide health insurance to nearly 5 million members in Pennsylvania, West Virginia and Delaware as well as dental insurance, vision care and related health products through a national network of diversified businesses that include United Concordia Companies, HM Insurance Group, Davis Vision and Visionworks. Allegheny Health Network is the parent company of an integrated delivery network that includes eight hospitals, more than 2,800 affiliated physicians, ambulatory surgery centers, an employed physician organization, home and community-based health services, a research institute, a group purchasing organization, and health and wellness pavilions in western Pennsylvania. HM Health Solutions focuses on meeting the information technology platform and other business needs of the Highmark Health enterprise as well as unaffiliated health insurance plans by providing proven business processes, expert knowledge and integrated cloud-based platforms. To learn more, please visit www.highmarkhealth.org.