Gold award for Film/TV/Video Campaign of the Year
Campaign: The New Way to Well
Agency/Firm: Deutsch NY
Client: Village Medical
Village Medical’s “The New Way to Well” campaign, which launched in June, positions the care provider as a non-traditional player offering more comprehensive and connected care for patients.
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The campaign, which included TV, social media and online components, portrays the current healthcare model as cold, impersonal and disjointed for patients. In one spot, physicians tethered to a factory conveyor belt near the ceiling are pulled away, literally, from their patients in the middle of a visit. In another video, physicians are prevented from collaborating with other clinicians as they rotate away from one another on spinning platforms. The ads are aimed toward patients with multiple chronic health conditions, encouraging viewers to get well and stay well by tapping into the resources of Village Medical.
Since the campaign’s launch, Village Medical said the number of patient appointments exceeded its goal by more than 27%. Traffic to its website grew 160% and reached an all-time high. The campaign, created by Deutsch NY, won gold for Film/TV/Video Campaign of the Year.
Village Medical, a subsidiary of Walgreens-backed VillageMD, is working to expand its clinical footprint in high-performing markets and has plans to open 1,000 clinics co-located with Walgreens pharmacies by 2027. Its efforts to disrupt the healthcare industry have caught the attention of patients and other providers as it seeks to establish a more customer-centric model.