Building a Brand that
Stands Out in a Crowd
How Real Connections Cut through Clutter
How Real Connections Cut through Clutter
Texas Health Resources is a faith-based, nonprofit health system that cares for more patients in North Texas than any other provider. While the system is well known and trusted for their hospital care, they also offer Urgent Care under the name “Breeze Urgent Care”. Texas Health Resources challenged Stone Ward to create an integrated campaign that would help Breeze Urgent Care stand out in a very crowded field where many consumers already have an urgent care of choice.
Using quantitative and qualitative research, Stone Ward identified three target audiences - The Lifestyle Enthusiast, The On-the-Go Mom and The Young Professional. While each audience approaches healthcare decisions differently, they all share key commonalities. The following insights led our planning processes.
No matter the stage of life or demographic, urgent care should be convenient and allow the patient to get back to life as quickly as possible. This is less a proposition about age and stage and has more to do with how your personal health impacts your everyday life, goals and aspirations.
Using quantitative and qualitative research, Stone Ward identified three target audiences - The Lifestyle Enthusiast, The On-the-Go Mom and The Young Professional. While each audience approaches healthcare decisions differently, they all share key commonalities. The following insights led our planning processes.
Rather than talking at our potential patients and listing off the benefits of Breeze, we chose to get in their mindset – literally. All three of these targets are busy people with multiple things going on each day. By associating their “to-do lists” as multiple personalities competing for their time and attention, Breeze was the answer they needed to satisfy each part of the patient’s psyche.
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Using our key insights, we imagined real, everyday life moments that Breeze helps our key audiences stay on time and present for through quick, reliable care. For the lifestyle enthusiasts examples of these moments included fun experiences like date night or a ballgame. For the young professional, the right urgent care could ensure that he or she made the important client meeting or upcoming deadline. When speaking to the on-the-go mom, our message was that Breeze could allow her to take care of herself and those that depend on her without missing a beat.
We used these scenarios in TV, print and digital to show how Breeze helps you keep going – and get back to “you” – even when you’re sick or injured.
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