Doctor-Patient Relationships Promoted in Marketing Campaign By Hartley White, Vice President, People Services and Wisdom
In an effort to promote the close doctor-patient relationships that often develop under its Total Care Model, HealthCare Partners recently implemented the "We Are HealthCare Partners" campaign, a series of television, online and print ads featuring real HealthCare Partners physicians and patients side by side. In the six videos created for television and online viewing, these patients and their doctors relay the true stories of the tight-knit relationships they have built over years of care and the positive experiences they have shared through HealthCare Partners. The print and online ads feature the same pairs of providers and patients.
HealthCare Partners pursued this new marketing campaign after experiencing positive feedback from last year's "I Am a HealthCare Partner" campaign, which featured individual patients and providers in separate TV ads discussing their positive experiences at HealthCare Partners. It seemed a natural progression to take this idea a step further and create TV spots featuring patients and their physicians together.
In order to provide the most compelling stories for the TV segments, HealthCare Partners helped identify physicians who demonstrated very strong relationships with their patients to go on camera. A marketing agency interviewed these doctors and patients side-by-side on camera with only a few guiding questions, allowing them to take the reins on describing their experiences and convey honest answers.
Highlighting this feature in HealthCare Partners' advertising plays an important role with informing audiences about the organization's Total Care Model. Under this unique approach to health care, providers strive to build strong relationships with all of HealthCare Partners' patients, spending valuable one-on-time with patients and developing a comprehensive understanding of their medical needs. Completely unscripted, the campaign's videos convey the relatable stories of real patients and relay the fact that they have a partner in their care through HealthCare Partners.
HealthCare Partners encourages people to view the videos online at www.hcpnv.com/stories.