Independent full-service agency DNA has expanded their “One Goal” campaign for Group Health Cooperative with a series of new broadcast spots.
Deciding that healthcare advertising all looked and sounded the same, DNA took a slightly different approach with “One Goal,” emphasizing their ability to help people continue to live their lives over any specific claims as to quality of care and coverage. In the 30-second “The Wait” (featured above), for example, a couple with an already healthy-sized family waits for the results of a pregnancy test.
“It’s really a tough time to be a healthcare marketer,” explained Dan Gross, executive creative director, DNA. “The clutter in healthcare advertising is at much higher levels now due to the health insurance exchanges. This has led to consumer confusion and, in some cases, they are completely tuning out. A longstanding issue for Group Health has been the misperception that they provide limited services and specialties, so we wanted to communicate the breadth of what Group Health actually offers, and to do it in a way that avoids the warm and fuzzy clichés in this category.”
In addition to television and radio, the campaign also features outdoor/transit and a new digital landing environment at http://onegoal.ghc.org.