WHAT THEY WERE UP AGAINST
Standing out in the crowd.
As a relatively new care offering, Oak Street Health was seeking ways to fuel growth. Their approach had been limited to traditional lower funnel tactics which while effective, were not reaching enough new potential patients.
With ambitious, nation-wide expansion plans, and as a provider that only treats Medicare eligible folks, it was critical that we help differentiate Oak Street Health in a way that connected with older adults.
What we did to help
Reaching an understanding.
We began by ensuring we found the most motivating and differentiating point of view for Oak Street Health. Through our Message Optimizer research tool, we discovered that older adults want more than healthcare currently offers. They want providers who specialize in older adults and who take the time to listen, establish a personal relationship and truly understand their needs. Older adults wanted to be heard.
Healthcare advertising for seniors, as a category, has no shortage of challenges. Too many brands position the target inauthentically and never hit on the key issues older adults want to hear. We took a completely different route, contrasting the expected with clever, engaging personalities, that made our older adult the star of the show – and held the promise of an entire healthcare experience built around older adults. And we took the key issues head-on, demonstrating the personal appeal of Oak Street Health.