36% of CHI Memorial’s prospective patient audience knew they were at risk for stroke but were doing nothing to modify their lifestyle. The health system turned to us to engage consumers in embracing simple behavior changes, as well as making an appointment with a primary care physician. Our strategy drove 9,689 new primary care appointments in less than 60 days.
THE CHALLENGE
Drive Change
CHI Memorial recognized the wide-ranging negative health impacts on its community due to the pandemic. Patients and community members were gaining weight, drinking alcohol more frequently, exercising less and not returning to the health system for routine and specialty care.
THE SOLUTION
Jump Start
We knew the pandemic increased isolation, stress and fear, resulting in a steep decline in consumer health. Our solution was to make it easy to start making positive changes and to book appointments with CHI Memorial primary care physicians.
- We identified the top negative behaviors that were leading indicators of reduced health quality in
CHI Memorial’s region. - We leveraged Stanford’s Fogg Behavior Model which indicates that three elements must converge at the same moment for a behavior to occur: motivation, ability, and a prompt.
- Consumer research told us CHI Memorial’s audiences had motivation to make healthier lifestyle changes, but felt they lacked the ability to make changes.
- We designed a call-to-action prompt “Just Start” that made it feel possible—even easy—for consumers to start taking actions to improve health.
- The call-to-action linked to a campaign landing page with more resources and an invitation to schedule an appointment with a primary care physician.
DIGITAL AND CONTENT STRATEGY
Patient Journey Mapping
Digital Strategy
Digital Experience
Landing Page Design
Digital Video
Digital Display
Facebook and Instagram Ads
— Lisa McCluskey, MBA,
Former Vice-President,
Marketing & Communications, CHI Memorial
THE RESULTS
Engagement + Action
The “Just Start” campaign drove high consumer engagement and action: within the first 60 days of the campaign, CHI Memorial reported almost 10,000 new requests for primary care physician appointments.
