Connections Plan Helps Health & Wellness Brand Outpace Competition
Results
- 8% Increase in unaided brand awareness
- 2x The brand awareness of the leading competitor
Challenge
Northeast Ohio is home to numerous healthcare options—and a major competitor was outspending the rest. Akron General needed to strengthen its market presence to maintain and enhance its position as a wellness leader.
Insight
While all adults ages 25 and up could be considered part of the brand's audience, the primary healthcare decision makers today are women ages 35 to 64. This audience spends significant time with broadcast media, travels notable distances out-of-home on a regular basis, and is becoming more and more digitally savvy.
Solution
Using a highly integrated approach, hfa worked to reinforce a wellness message efficiently across multiple consumer connection points. Based on the habits of the primary target audience, the plan included radio spots, outdoor advertising, paid search ads, online display ads, native advertising, corresponding website content and other digital tactics. Branded TV segments were also created in conjunction with local TV stations and complemented by traditional TV spots. To make the most of owned content, the segments were distributed in multiple other ways, including the Akron General and TV station websites, YouTube pages and Facebook pages.