Making Healthcare Services Relatable

MUSC Health was seeking to drive volume from suburban families and professionals for offerings they didn’t associate with the MUSC Health brand:
-Convenient primary care locations
-New multi-specialty locations for adults and children
-Pediatric after-hours care locations
-Virtual care via telemedicine email and video visits

Informed by qualitative consumer research, we knew our challenge was to make this brand feel relevant to suburban parents living 95% of their life not thinking about healthcare, often choosing brands within a close radius of their home, office, and child’s school.

Our messages acknowledged the hectic pace of life for parents and busy professionals, and their first go-to source for minor illness: Google. The campaign showed how MUSC Health’s convenient services simplified dealing with healthcare challenges.

We were able to increase patient volume at neighborhood locations, in addition to increasing virtual care patient leads to more than 300 per month. Our campaign also strengthened the association of MUSC Health with “convenience” and “ease of access”.