Parents view Children’s Wisconsin as a leader in acute pediatric care and the place you go if your child has a serious medical issue. Over time, this strength has had the unintended consequence of narrowing people’s view of what Children’s offers, with many unaware that Children’s also offers convenient Primary Care services, including more than 20 neighborhood clinics throughout the area. The challenge was to expand parents' awareness of Children’s, from that of a leader in acute care to one who also offers convenient primary care right in their own backyards.
HD introduced an integrated campaign playfully illustrating common everyday scenarios where a visit to see a primary care pediatrician is warranted. This approach was both appropriate for the Children's brand while simultaneously breaking from parents' existing perception. The campaign was anchored by a charming digital video series and extended to radio and display. Digital media targeted first time parents, including those who had searched to learn more about primary care pediatricians available in their area.
The campaign drove significant increases in awareness of Primary Care services. More important, the campaign resulted in a measurable increase in actual Primary Care appointment bookings.