Freeing up healthcare providers to focus on what matters
athenahealth sought to raise awareness of its unique ability to help healthcare providers of all sizes reduce and streamline time-consuming tasks that get in the way of patient care and practice performance. But how can they reach doctors who have zero available time?
The Insight
Healthcare is drowning in administrative overhead. Practitioners are so bogged down by time-consuming tasks they can’t focus on high-value tasks, patient care and driving results. We knew that trying to get overburdened health care providers to pay attention to specific, task-related details about the product would be a mistake.
The Solution
Instead of dwelling on the details that drive the athenahealth platform, Genuine took a step back and took the message to a higher-level with a brand campaign that equated task reduction to freedom itself.
The national “Free Up” brand campaign ran across digital video, display, print and social, with clear, powerful stats like “50% less data entry” and “20% less post-visit documentation time” to quickly convey the platform’s benefits while building awareness for the athenahealth brand.
The Results
Results are ongoing, but initial metrics show:
- 2.6% lift in unaided and 5.4% lift in aided brand awareness
- Favorability increased by 18%
- Pre-roll completion rates 65% compared to industry benchmark of 40%
