Case Studies

Accomplishing your goals—market share growth, increases in patient appointments, improving employee morale—is what makes us proudest. Here's a glimpse at how we've partnered with others to get them where they want to be.

Just One Thing

A Campaign About Healthy Living

SMDC Case Study

Situation

You're a market leader whose depth and range of services far outpace the competition. Yet, some of your most basic contributions to community health are unseen, unheard or unacknowledged. How do you reach your audience in a way that reinforces your true value—and ultimately achieve greater market share?

Such was the situation our client faced. One of the original multispecialty physician group practices in the United States, Duluth Clinic (SMDC Medical Center - Duluth Clinic) today features a team that's more indicative of a major metro or university setting than one serving the rural Midwest. Not only is it the region's sole source for a host of specialty medical services, this physician group offers general and specialty care in geographic areas that otherwise would be underserved.

Strategy

We assessed what consumers wanted and what a community leader should provide. And, we considered how to put as many doctors with varied specialized credentials in front of our local audience as possible. The result: an idea for sharing the client's expertise in an easily accessible way through a campaign that promotes healthy living.

Execution

We created "Just One Thing," a mass marketing campaign featuring free, substantive advice that appeals to a broad audience and reflects the deep specialization of Duluth Clinic physicians and the many communities they serve.

To do so, we interviewed 25 experts. Each was asked: "If you could tell patients just one thing about how to live healthier, what would you say?" In a series of :15 TV ads , each message offered "just one thing," that related to the speaker's specialty. In addition to TV, which was shot in HD and featured original music to reflect the organization's world-class stature, the campaign was reinforced with busboard, outdoor and print. A readily identifiable graphic served to connect all media and drive people online to a microsite, justonething.com, where all the spots can be viewed, shared and explored in greater detail—with links to duluthclinic.org for related services.

Results

Evidence suggests there's been a powerful consumer response. Numerous physicians, for instance, say patients and strangers alike have told them they appreciate the value and quality of the messages. What's more, the campaign correctly poised our client as a leader; a dispenser of sound medical advice not just for patients, but the community at large. In short, a service to the public.