Gold award for Integrated Campaign of the Year
Campaign: I Am
Client: Centura Health
Centura Health needed to raise awareness for its healthcare locations across Colorado, Kansas and Utah, but was being overtaken by competitors in those markets. To help raise consumer awareness, Centura Health selected Faktory as its agency of record and to create a cross-media brand campaign.
Healthcare Marketing Impact AwardsMeet the 2023 winners.
COVID-related marketing had dominated Centura Health’s messaging since 2020, so the healthcare provider and Faktory set out with a new message. The “I Am” campaign featured Cenutra Health caregivers and their impact on the community. The effort earned gold for Integrated Campaign of the Year among providers and insurers in the Healthcare Marketing Impact Awards 2023.
According to Kantar data, Faktory found Centura Health’s competitors were spending more in media, both for the entire network as well as its local hospitals. To combat this, Centura Health’s “I Am” campaign launched in January 2022 across local TV programming including sports and news for each market it practiced in, and on CTV and digital platforms such as Hulu, YouTube and social media.
The campaign also featured out-of-home, radio and print ads. Some of the rural markets Centura Health sought to reach didn’t have enough available OOH inventory, so it got creative. The healthcare provider placed branding on pharmacy bags and on hand sanitizing stations to reach these consumers.
Centura Health said the campaign achieved its goals, increasing conversions to the hospital network by 91%, while lowering the cost-per-conversion compared to previous marketing by 48%.