Healthcare Marketing Impact Awards - 2024

Campaign: Keep Making Plans
Agency/Firm: Doe-Anderson
Client: OhioHealth

OhioHealth says its research found its cancer center had only a 5% awareness level among consumers in the state, despite a high rate of diagnosis.

The health system wanted to change that circumstance and boost its public profile. It worked with Doe-Anderson to emphasize its warm approach: one that treats cancer effectively today and will help patients survive to see the future.

The campaign won bronze among providers and insurers for Integrated Campaign of the Year. It focuses on the idea of encouraging potential cancer patients not to focus on the scary clinical details of treatment, but on the hoped-for results, telling people to “keep making plans.” Eye-misting spots include a woman earning a black belt with kids cheering her on, and a man running a marathon with friends by his side, both several years after treatment at OhioHealth.

The ads rolled out online, on billboards and in traditional media, including during the Super Bowl.

The messaging paid off with a 200% increase in unaided awareness, a 100% increase in consideration for cancer screenings, and a 95% increase in consideration for cancer care, according to the agency.