The Minneapolis-based firm took home enough hardware from the 2017 Healthcare Marketing IMPACT Awards that it was named Agency of the Year, garnering gold, silver and bronze prizes in two categories for very different clients.
StoneArch won gold in Website Campaign of the Year for creating a new brand look and plan for a lung cancer-related medical device produced by Veran Medical Technologies. The agency took silver for Integrated Campaign of the Year for its work with Medela and its new, smart breast pump. StoneArch also earned a bronze in this category for a pro bono project in which it revamped the look for One Heartland, a camp for chronically sick or bullied children.
“In our experience, we know a lot about a lot of different things and a little about some things,” said Phil Hoch, executive creative director for StoneArch.
The SPiN system is described on the new site as giving pulmonologists “greater control,” so that they “can speed time to diagnosis and get the answers they need.”
“It helps these pulmonologists find their way down to these super-hard-to-reach cancer nodules,” he said. “There's nothing out there that gives the accuracy this can.”
“The branding really didn't live up to the actual product. The technology was much cooler than how we present ourselves,” said Dave Wildermuth, Veran vice president, global marketing.
So execs from Veran and StoneArch convened, using different tactics and tools—including a mood board, basically a collage evoking the campaign's style—to create a new look and feel for how the product was presented to its intended audience.
The end result was well-received. “Web traffic moved up tremendously and our brand awareness increased significantly,” Wildermuth said.
Creating a smart breast pump
“We know that this generation of consumers has kind of a short attention span,” said Susan Rappin, vice president of marketing for Medela.
StoneArch's work for One Heartland resulted from a volunteer project centered around the camp, which has a broad mandate to help kids facing struggles. Previous marketing campaigns lacked focus, Hoch said, so they decided to target the fact that the camp is a safe place for kids to be with people like themselves, and feel comfortable and safe.
And importantly, he added, “still enjoy a really awesome camp experience.”
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Paul Barr, a healthcare journalist since 2004, is responsible for Modern Healthcare’s feature stories. Barr most recently was a senior editor for Hospitals & Health Networks, but before that worked six years at Modern Healthcare as news editor and two years as a reporter. In 2016 he won a Jesse H. Neal award for best single story, and in 2015 was a finalist for best series. Prior to 2004, he covered financial matters for various publications. Barr has a bachelor’s degree in economics and master’s degrees in journalism and business from the University of Illinois.Follow on Twitter