CHALLENGE
The way consumers are interacting with healthcare providers is changing. Gundersen needed to better understand its rapidly changing patients and build relationships and instill trust.
INSIGHTS
Through an extensive research project aimed at identifying, understanding, and finding ways to influence the behavior of eight identified market segments, qualitative and quantitative research was used to develop detailed personas.
Across the identified segments, customers are expecting higher levels of service and responsiveness than ever before. Information is expected at the speed of technology. To meet these desires, Gundersen needed to create relationships with their prospective patients, rather than selling products and services based on profitability models.
SOLUTION
Developed creative and launched a large-scale campaign to increase the utilization of virtual care based on the results of the segmentation research and persona development. Shortly after the launch of the campaign, the COVID-19 pandemic hit. The new campaign helped Gundersen quickly react to the needs of each segment and develop new messaging based on each group’s unique needs, concerns, and preferences. The utilization of virtual visits continues to increase exponentially.
Creative Direction: Adam Wilbur, Ryan Tate
Copywriter: Adam Wilbur
Graphic Design: Adam Wilbur, Erin Pascal
Illustration: Erin Pascal
Video + Motion Graphics: Ryan Tate
