In developing new advertising for SCL Health, patients and consumers told us that they are seeking out health care solutions that deliver whole person care, empower them with the resources they need, and empathize with their goals and challenges.
To address this, our advertising had "proof points" to address these central ideas in the form of dedicated compassionate care teams, online scheduling, classes, telemedicine, transportation, and Doctor on Demand.
Following the launch of our ads, we saw growth or no change in the awareness for each of these points.
One of the most fluid and hard-to-account-for metrics with advertising is awareness. Following our initial ad launch in early 2018, in the Denver market, only one health system, SCL Health, grew in unaided awareness with consumers vs. other systems that saw a decline in the same time period.