Starting a new heart program required us to try and build credibility and likeablity against a bitter competitor that dominated the market for over 20 years. This campaign, based on introducing the program through it's new to the community providers, differentiated the Covenant Cardiologists and contributed to rapid program growth in volume and reputation.

 

Using original photography, we introduced the depth and compassion of the program through it's new to the community providers....telling their story allowed us to introduce them, demonstrate breadth of talent, their modern talent and warm them up to the community. All of these were considered to be key points of differentation available to us versus the incumbent group.

 

Using consisent images, print and this outdoor version were used in various scales and scope across the region, in communities large and small. This allowed reach into key feeder communities where the support of referring providers was critical to our growth, at a very affordable investment.

Television - as next generation and bridge to brand

 

After a long introductory run, television was launched - it brought the imagery 'to life', united the individuals as a team (group, program) and strongly associated with the images of the master Wheaton Iowa brand (by use of cross campaign photos)