What did we do?
- Targeted direct mail DL flyers with magnets
- Radio advertising
- Airport and billboard signage
- Dedicated campaign landing page
- Web banners
- Case studies
As part of a rebranding and expansion exercise, Sonic HealthPlus (SHP) needed to gain awareness in the market about what they do and their capabilities as health providers. This includes promoting the launch of new practices in regional Queensland and creating collateral to support existing practices. SHP provides general medical services and is a leading occupational health provider.
Being occupational health specialists as well as general health practitioners, SHP has multiple target markets. The campaign needed to show their large scale occupational capabilities yet be approachable enough for locals to feel welcome in each clinic.
After identifying their archetype, value proposition and strapline, we developed a simple campaign about how SHP is Delivering More – more care in more places more often. This ensured a strong and approachable message that families and employers could both relate to.
We opted to use real SHP employees in the ads rather than talent to give each touch point authenticity and eliminate the over-the-top happiness that stock photography can often provide. This proved to be useful for the occupational ads, which were differentiated from general medical through the use of on-site doctors in hi-vis vests and uniforms.
Targeted media such as high profile billboards, and airport signage meant that the fly-in fly-out employees at larger mining sites were exposed to messages, while travellers and locals were reminded about important health check ups such as vaccinations and skin checks.
DL brochures were sent to homes and businesses with a magnet featuring important contact information and also had a link to a dedicated campaign webpage that featured information and video testimonials explaining SHP’s capabilities.
Across Mackay and Gladstone, a total of 97 new clients/patients were recorded, all of whom were able to recall the marketing material. Mackay Clinic reported 39 new Occupational Health clients while Gladstone recorded 33 new Occupational Health clients and 25 new General Practice patients. During the three month reportable campaign period, a total of 492 unique visitors viewed sonichealthplus.com.au/more as a result of seeing some aspect of the campaign.