Hunt Adkins: Healthcare Showcase

HUNT ADKINS

HEALTHCARE SHOWCASE

1

THE WAY WE SEE HEALTHCARE

We believe that the ultimate risk in the traditionally

risk-averse healthcare industry is to do work that is safe.

Let us explain.

You are fiercely driven to tell your brand story, purposely

connect with consumers and incite action. So you start with

a big idea. Something magnificently different. Something

that grabs people by the brain stem and squeezes.

Many are called to judge the big idea, to offer criticism.

And many offer good feedback.

A few however, are nervous. They like it, but….

But.

THE WAY WE SEE HEALTHCARE

There are some things that they would like removed—very small

things, mind you, just the sharp, dangerous edges. Anything that

could poke someone.

And since the requests seem so minor, who can refuse them?

So the corners are sanded off. Edges are filed down. Until the big

idea becomes a smooth, innocuous thing and it’s rolled into the

world to a collective yawn.

Producing a “safe” idea is the ultimate risk. You risk being ignored.

You risk throwing all your marketing money into the dark oubliette

of homogeneity.

The safest, surest approach to success in the healthcare industry is

to create experiences that poke and prod. Ideas that make people

laugh and cry, that are covered with corners that incite and edges

that fascinate.

The sharp corners are the big ideas. Big ideas that will get you results.

Explore the enclosed to see what we’re talking about.

3

HEALTHCARE CAN BE COMPLICATED,

CONFUSING, AND IT AFFECTS

EVERYONE

THAT DOESN’T MEAN HEALTHCARE

MARKETING HAS TO BE EXPECTED

THE COMPLEX CAN BE SIMPLE

AND APPROACHABLE

THE HUMAN JOURNEY

IS WHAT MATTERS MOST

5

BRAND LAUNCH

7

NEED

GET PEOPLE TO CHOOSE MAYO CLINIC HEALTH

SYSTEM FOR ALL HEALTHCARE NEEDS.

NEED

CHALLENGE

The relationship between Mayo Clinic and the new Mayo Clinic

Health System was not well understood by internal or external

audiences. How do we promote the new brand name and Mayo

Clinic’s connection without losing local community support?

9

“I worry about what this will mean for my doctor. There has always been something special for me to run into my doctor at 11 p.m. in the grocery, to know he’s also like a neighbor. I don’t want one of theirs from out of town.”Patient Advisory member / Community member

11

SOLUTION

POSITION MAYO CLINIC HEALTH SYSTEM AS THE LEADING

REGIONAL HEALTHCARE PROVIDER IN YOUR COMMUNITY

BY LEVERAGING THE UNPARALLELED POWER BEHIND MAYO

CLINIC’S COLLABORATIVE MODEL OF CARE.

mayoclinichealthsystem.org

mayoclinichealthsystem.org

13

© 2011 Mayo Foundation for Medical Education and Research. All rights reserved. mayoclinichealthsystem.org

NNNNNNNNeeeeeeeevvvvvvveeeeeeerrrrr uuuuuuuuuuuuunnnnnnnnnnnnnddddddddeeeeeeerrrreeeeeeeesssssssstttttttiiiiiiimmmmmmmaaaaaattttttteeeeeeee tttttthhhhhhhheeeeee pppppppoooooowwwwwwweeeeeerrrrrr ooooooooffffff ccccccccoooooooolllllllllllllaaaaaaaabbbbbbbbbooooooorrrrraaaaaaattttttiiiiioooooonnnnnnn..What if George Washington had tried to cross the Delaware alone? Through the power of

collaboration, Mayo Clinic Health System brings Mayo Clinic to you and your neighbors

for life. Now thousands of medical experts are working

together and sharing knowledge for a single purpose: you.


NNNNNNNNeeeeeeeevvvvvvveeeeeeerrrrr uuuuuuuuuuuuunnnnnnnnnnnnnddddddddeeeeeeerrrreeeeeeeesssssssstttttttiiiiiiimmmmmmmaaaaaattttttteeeeeeee tttttthhhhhhhheeeeee pppppppoooooowwwwwwweeeeeerrrrrr ooooooooffffff ccccccccoooooooolllllllllllllaaaaaaaabbbbbbbbbooooooorrrrraaaaaaattttttiiiiioooooonnnnnnn..What if George Washington had tried to cross the Delaware alone? Through the power of

collaboration, Mayo Clinic Health System brings Mayo Clinic to you and your neighbors

for life. Now thousands of medical experts are working

together and sharing knowledge for a single purpose: you.

17

“It’s Time” “Apollo 13”

“Suffragette” “Railroad”

MAYO CLINIC HEALTH SYSTEM Brand Campaign : Television







MAYO CLINIC HEALTH SYSTEM IS NOT ALONE.

Healthcare system mergers, acquisitions and alliances are at a

20-year high as smaller independent health organizations look to

gain scale through alliances with larger healthcare systems to help

the transition to the Accountable Care Organization (ACO) model.

(SOURCE: JUNIPER ADVISORY)


NNNeeevvveeerrr uuunnnndddeerrreesssttiiimmmaaaattteee ttthhheee pppooowwweeerrrr ooofff ccooollllllaaabbbooorraaatttiiioooonnnn....What if only one person had been willing to

declare his independence? Through the power of

collaboration, Mayo Clinic Health System brings

Mayo Clinic to you and your neighbors for life. Now

thousands of medical experts are working together

and sharing knowledge for a single purpose: you.


NNNeeevvveeerrr uuunnnndddeerrreesssttiiimmmaaaattteee ttthhheee pppooowwweeerrrr ooofff ccooollllllaaabbbooorraaatttiiioooonnnn....What if only one person had been willing to

declare his independence? Through the power of

collaboration, Mayo Clinic Health System brings

Mayo Clinic to you and your neighbors for life. Now

thousands of medical experts are working together

and sharing knowledge for a single purpose: you.

21

SPECIALTY SERVICE LINES

23

NEED

HUMANIZE MAYO CLINIC HEALTH SYSTEM’S

WORLD-CLASS CLINICAL LEADERSHIP, WHILE

DIFFERENTIATING THE BRAND IN HIGHLY

COMPETITIVE MARKETS.

NEED

CHALLENGE

Specialty services are becoming increasingly commoditized, but

consumers continue to make critical healthcare decisions based

on accessibility factors such as social comfort and convenience.

25

SOLUTION

BRING TRUE HEALTH EXPERIENCES TO LIFE THROUGH A FOCUS

ON PERSONAL JOURNEYS VERSUS AN INSENTIENT DIAGNOSIS

OR CONDITION.

© 2012 Mayo Foundation for Medical Education and Research. All rights reserved.

When Kinser Hanson was born with a heart defect, a team of

physicians from Mayo Clinic and Mayo Clinic Health System

worked together to save his life. We bring the knowledge of

more than 300 heart specialists to your community—for Kinser,

and for you. Never underestimate the power of collaboration.

View Kinser’s story and schedule

an appointment at

mayoclinichealthsystem.org/heart.

Mayo Clinic cancer care is in your community.

Mayo Clinic cancer care is in your community.

29

Studies show that the only thing that hospital patients

can actually measure is care, concern, responsiveness,

respect and outcome. They want to see authenticity

in advertising—true stories, people like themselves.

(SOURCE: THE LIPSTICK ECONOMY, FEB. 2012)

View Jamie’s story and schedule

an appointment at

mayoclinichealthsystem.org/heart.

When Jamie needed treatment for a faulty heart valve, a team

of experts worked together to repair her heart using minimally

invasive surgery. We bring the knowledge of more than 300

Mayo Clinic heart specialists to your community—for Jamie,

and for you. Never underestimate the power of collaboration.

© 2013 Mayo Foundation for Medical Education and Research. All rights reserved.

FROM HEART SURGERYTO HIKING BOOTSIN RECORD TIME.

31

33

Mayo Clinic heart care is in your community.

WE SAVED HIS

SO HE COULDHEARTGIVE IT AWAY.

Healthcare consumers state that the most influential information affecting their healthcare decisions is the

experiences and advice of their family and friends.

(SOURCES: LIFE STYLE STUDY, DDB CHICAGO INC.; S/P/M MARKETING & COMMUNICATIONS)

Mayo Clinic heart care is in your community.

WE SAVED HIS

SO HE COULDHEARTGIVE IT AWAY.

35

63%

COOK FOR FUN

(index 122)

70%

GO TO A PARK OR BEACH

(index 115)

60% EXERCISE OR WORK OUT

(index 114)

67%

GO TO THE MOVIES

(index 113)

69% TAKE PHOTOS

OR SHOOT VIDEOS(index 119)

Healthcare consumers are in pursuit of happiness. Which means they are more active and engaged in life.

61%

ENTERTAIN AT HOME

(index 121)

68% PARTICIPATE

IN A SOCIAL NETWORK OR SOCIAL MEDIA SITE

(index 116)

80%

GO SHOPPING FOR CLOTHING, SHOES

OR ACCESSORIES

(index 122)

70%

ATTEND A CELEBRATION OR

PARTY WITH FRIENDS OR FAMILY

(index 123)

59%

LOOK FOR NEW RECIPES OR COOKING IDEAS

(index 117)

45% GO TO

A FINE RESTAURANT (index 128)

(SOURCE: CEB ICONOCULTURE VALUES AND LIFESTYLE SURVEY, OCTOBER 2013)

Successful brands will meet them where

they are both mentally and physically.

37

WOMEN’S HEALTH

39

NEED

GAIN WOMEN’S HEALTHCARE LOYALTY

FOR LIFE.

NEED

CHALLENGE

The traditional women’s health paradigm. We needed to

present women and women’s health as more than just

reproduction, and put habits and reality into better balance.

41

WOMEN

make nearly 90% of healthcare decisions,

Frequently referred to in healthcare marketing as the Chief Health Officer,

while often putting the care of others ahead of their own health needs.

43

PUT A SPOTLIGHT ON THE SIGNIFICANT HEALTH

ISSUES THAT GET IGNORED DUE TO THE “BUSINESS

AS USUAL” PERSPECTIVE. EMPOWER WOMEN TO

CHALLENGE THE STATUS QUO AND CONSIDER

THEIR OVERALL WELL-BEING IN LIGHT OF THE

RISKS THEY FACE.

SOLUTION

45

As women’s health traditionally focuses on

reproductive health issues, many women see their health—

and the health risks they face—in parts, not as a whole.

ONLY 20% OF WOMEN are aware that heart disease is their greatest health threat.

(SOURCES: AMERICAN HEART ASSOCIATION, NATIONAL STROKE ASSOCIATION, AMERICAN LUNG ASSOCIATION, AMERICAN DIABETES ASSOCIATION, U.S. NATIONAL LIBRARY OF MEDICINE, MAYO CLINIC)

HALF of women over 50 years old

BREAK A BONE because of osteoporosis

Lung canceris the DEADLIEST WOMEN’S CANCER

NEARLY

1-out-of-8 over 20 years old are DIABETIC

HALF of women over 50 years old

BREAK A BONE because of osteoporosis

47

CARDIOVASCULAR DISEASE IS THE

#1 CAUSE OF DEATH IN WOMEN

Women are

TWICE AS LIKELY as men to suffer DEPRESSION

(SOURCES: AMERICAN HEART ASSOCIATION, NATIONAL STROKE ASSOCIATION, AMERICAN LUNG ASSOCIATION, AMERICAN DIABETES ASSOCIATION, U.S. NATIONAL LIBRARY OF MEDICINE, MAYO CLINIC)

STROKE

KILLS TWICE AS MANY women AS BREAST CANCER

51

Two out of three (2/3) healthcare dollars are spent

by women.

(SOURCE: SHECONOMY)

2/3 of women do not feel understood by

healthcare marketers.

It’s time that changed.

53

COLLEGE SMOKING CESSATION

55

NEED

PERSUADE COLLEGE STUDENTS TO START

THINKING ABOUT QUITTING SOONER THAN

LATER FOR INCREASED CESSATION SUCCESS.

NEED

CHALLENGE

College students rationalize smoking as a “social experiment” they

will simply end when they graduate, not acknowledging a state of

true addiction.

57

Multiple studies found anti-smoking advertisements to be

LESS THAN EFFECTIVE, even counter-productive,

when trying to engage young smokers to quit.

While NONSMOKERS

reported a positive attitude

toward anti-smoking ads,

smokers’ attitudes were less favorable:

some even admitted to lighting up

IN AN ACT OF DEFIANCE.

(SOURCE: PRIMARY RESEARCH; WOLBURG, J. M. 2004. THE NEED FOR NEW ANTI-SMOKING ADVERTISING STRATEGIES THAT DO NOT PROVOKE SMOKER DEFIANCE. JOURNAL OF CONSUMER MARKETING 21 (3) :173–4.)

So we couldn’t simply be

“anti-smoking.”

We had to get people

thinking and talking.We had to stir the pot.

We could not be ignored.

59

LEVERAGE THE ABSURDITY BEHIND THE

DELAYED-QUIT COMPROMISE AND CONNECT

WITH STUDENTS IN THEIR SOCIAL CONTEXT.

SOLUTION

First we needed to break down barriers through unexpected engagement.

61

We began by posting—in the

dark of night—vague, unbranded

cult-like posters throughout

campuses. Only one person per

campus staff was allowed to

even know what this was about.

63

The DEVOTION “campaign” launched first, embodying the concept of nicotine

addiction and all the rationalizations that supported it. Ironically, it celebrated the

“benefits” of lost control.

We then rolled in the RESIST counter “campaign” as an underground, grassroots

movement, which interacted with DEVOTION, offering up a humorous dose of satire

towards DEVOTION’s rationalizations and a different perspective of smoking—not as

a badge of personal freedom and control, but rather as the enemy.

65

page 13.psd

The campaign mimicked smokers’ internal debate, but with a different resolution.

Campuses were abuzz, students were stealing posters and, most importantly,

participating in the resistance.

page 13.psd

67

We took this momentum and ran with it, next launching the Tick Tock phase across a

multitude of non-traditional, digital and outdoor media.

Blue Cross Blue Shield “Unicorn”

4/C Poster Agency: Hunt AdkinsTR 18” x 24” AD: Steve MitchellBL 18 1/8” x 24 1/8” CW: Doug AdkinsBCBS-838 AS: Holli Maines

PPD: Louia ThompsonPHOTO: Stock

IT’S SO MUCH EASIER TO QUIT

SMOKING AFTER YOU GRADUATE.

BECAUSE THEN YOU CAN JUST

WALK DOWN TO ANY CORNER, HAIL

A UNICORN AND FLY OFF TO

THE SECRET GLADE THAT HIDES THE

FOUNTAIN OF QUITTING.

R E S E A R C H S H O W S T H A T M O S T S T U D E N T S W H O S A Y T H E Y ’ L L Q U I T S M O K I N G A F T E R C O L L E G E C A N ’ T.

From there it’s just a hop and a skip over the Chocolate Bridge to the Happy Candy Slide which

will deliver you back into your snugly bed, ready to start your smoke-free life.

69

Self-reported “social smokers” were often playfully called out by friends for their

“non-social” smoking indulgences during peer-triad interviews. These exchanges

gave us the fodder we needed to undermine built-in defense mechanisms and

illuminate the reality of social smoking rationalizations.

(SOURCE: HUNT ADKINS PRIMARY RESEARCH)

71

Blue Cross Blue Shield “Crusty Lung Boys”

4/C Poster Agency: Hunt AdkinsTR 18” x 24” AD: Steve MitchellBL 18 1/8” x 24 1/8” CW: Doug AdkinsBCBS-917 AS: Holli Maines

PPD: Louia ThompsonPHOTO: Curtis Johnson

R E S E A R C H S H O W S T H A T M O S T S T U D E N T S W H O S A Y T H E Y ’ L L Q U I T S M O K I N G A F T E R C O L L E G E C A N ’ T .

THE NEW ADDICTIVE SINGLE FROM THE CRUSTY LUNG BOYS. WATCH FOR GROUPIES HANDING OUT FREE COPIES ON CAMPUS.

Hunt Adkins61957

73

7559

54% OF STUDENTS said the campaign was the

MOST MEMORABLE

ANTI-SMOKING CAMPAIGN

they had ever seen.

(SOURCE: CAMPAIGN TRACKING STUDY)

The campaign received a

67% awareness level across all participating campuses.

Those familiar with the campaign were

14% MORE LIKELY to make a cessation attempt.

77

NOW: STEELCASE HEALTH

PRODUCT LAUNCH

79

NEED

CREATE RELEVANT DIFFERENTIATION TO

CEMENT LEADERSHIP AND MARKET SHARE.

NEED

CHALLENGE

The brand was young. The market was competitive and

rapidly evolving. We needed to not only stand out, but also

drive conversation within the industry.

81

SOLUTION

LEVERAGE STEELCASE’S EVIDENCE-BASED

DESIGN PROCESS AND FRESH, INSIGHTFUL

INNOVATION.

83

“There is a difference when you’re looking at problems and you’re observing what is really happening.

We’re not starting with a project where we’re trying to bring out a new chair or a new desk or a new technology solution.

What we’re really looking for is to try to understand the problem better.

THEY MIGHT NOT NEED A NEW CHAIR. Maybe there is a new solution that comes out of this by really understanding what is happening in that particular space or environment.“

– KYLE WILLIAMS, VP + GM, NURTURE BY STEELCASE

85

“ WE’RE ALWAYS ON THE GO FROM PATIENT TO CONSULT TO PATIENT TO FAMILY, SCRAMBLING TO ASSIST EVERY NEED, SHUFFLING AROUND MEDICAL EQUIPMENT, ALL WHILE TRYING TO REMAIN CALM AND FOCUSED ON OUR PATIENTS.

EVERY SHIFT IS A MARATHON ON AN OBSTACLE COURSE.” RN INTERVIEW

Job #: STEEL_2578Job Name: Chicken Print Ad, Full-PgDescription: Full-Page 4C Bleed

Trim: 8.5” x 11”Bleed: 8.75” x 11.25”Safety: 7.75” x 10.25”Gutter: None

Client: Nurture by Steelcase Title: Chicken Publication: AAHID Annual Report Issue: October 2010

Studio Artist: Shelley Wicinske Doc Name: 67640_STEEL_2578_FullPg_Chicken_AAHID.inddDoc Path: HA Files:Volumes:HA Files:Stud...EEL_2578_FullPg_Chicken_AAHID.indd

Fonts: Helvetica Neue (75 Bold), Neutraface Text (Demi, Book, Light)

First Run Date: June 2010Usage Notes: Client Buyout

Agency: Hunt AdkinsAD: Steve MitchellCW: Doug AdkinsAM: Shanna Apitz

DSGNR: n/aPPM: Rich GonzalesPHOTO: Matthew TurleyCLR: Unleashed

Links: turley_100511_1239834mv5f_r3_pg.tif (CMYK; 539 ppi), NURT_chicken_footer_light_r2.psd (CMYK; 296 ppi, 284 ppi), Nurture_Hor_Sm.ai, 01_Pocket_3-4_cups_R.psd Print/Export Time: 8-26-2010 8:59 AM

Notes:None

Ink Name: Cyan Magenta Yellow Black

Whew, I’ve been running around like a nurse all day.

Let’s help caregivers get back to the business of healing.Before we put pen to paper, we observe. And we’ve seen nurses walking over fi ve miles every shi� as they juggle multiple tasks. Introducing Pocket, a cart that’s quiet, glides eff ortlessly and confi gures to fi t the technology and storage you need. It’s just one way we’re helping caregivers improve outcomes. Join the conversation at Nurture.com.

Proud supporter of AAHID

87

Nur ture by Stee lcase / Hunt Adkins / page 40

Event Microsite


Event Microsite

“ I am visually-oriented, so I am always looking for inspiration. But show me how my designs can truly transform the healthcare environment when the products forms and materials we use to create the environment have been intentionally muted and sterilized for decades?” ARCHITECT INTERVIEW, HEALTHCARE-SPECIALTY


New Product Training Manual

the shape of things to cometraining manual

- 1 -

pocket less has never been more

pock

et

- 3 -

The design objective of Pocket was to develop a product that supports the mobile work of healthcare professionals by accommodating the demands of the task at hand and supportive technology.

Pocket focuses on three key design principles:

less is more

• Small footprint to fi t into the real world of healthcare.

• Only the most essential features creating low-cost high value.

• Zero noise (really), less effort to roll, the best wheels.

people do things diff erently—let them

• Moveable magnetic accessories.

• Flexibility— “non prescribed” surfaces and light storage ready to be transformed to the work process of the user.

technology changes—respond

• Accommodates a wide variety of technology ranging from laptops, tablets and all-in-ones to standard monitors with CPUs and traditional pen and paper.

pocket

pock

et


j o h n s m i t h

j o h n s m i t h

Name Badges

j o h n s m i t h

j o h n s m i t h


Feedback Cards


Flip Video Camera & Belly Band

environments through your eyes.

At Nurture we believe that better design solutions start with

observation and conversation. So we want to see things from

your perspective. We invite you to use this camera to capture

your unique point of view and share it with us. Together we can

create a better healthcare experience for everyone.

Join the conversation at blog.nurture.com.

we want to see healthcare

capture upload share


Product Introduction eCards

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the shapeof things to come

We’ve been taking a fresh look at healthcare environments and we can’t wait to show you the results.

We invite you to join us to experience


Environmental Signage




Feedback Cards


Product Introduction eCards

introducing tāva��

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introducing pocket��

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nurture casegoods��?�﹒

the shapeof things to come

We’ve been taking a fresh look at healthcare environments and we can’t wait to show you the results.

We invite you to join us to experience






Product Presell Sheets

SORREL™

Comfortable. Space-conscious. Dignifi ed. Seating solutions that really stack up.

Product Updates• Upholstery fi t and fi nish on seat and back• Seating comfort

X-TENZ™

Creating more space by day. Providing restful sleep by night.

Product Updates• Casters available on single X-tenz• Allows for easy mobility, making cleaning

around and under it a simple process• Front casters are locking, back casters are

swivel only

products at-a-glance

ASPEKT™

Comfort. Versatility. Durability. And contemporary fl are in every Aspekt.

MITRA™

Smart. Slim. Strong. Design with an energetic curve.

Product Updates• Upholstery fi t and fi nish• Seating comfort• Enhanced seat to frame attachment keeps

seat in place• Re-contoured back on the patient chair• No change to list pricing

CURA™

Functional. Flexible. Forward-thinking. A friend to your guests and the environment.

Product Updates• Tablet arm available on single or tandem units• Arm can be specifi ed on left or right side• Swivels 360 degrees• Tablet is made of durable thermoform,

standard in Sand

MINERAL™ & MITRA™

Recliners with incredible muscle and functionality.

Product Updates

Tablet Arm:• Durable thermoform surface • Convenient for writing, eating and holding personal items• 270 degree swivel provides a surface position in front

or to the side• Allows the user to easily enter or exit the chair

Design Options:• Trendelenburg (Mitra only) – allows the patient’s

feet to be above the head• Push bar – assists in maneuverability and

transportation• Retractable footrest – supports patient’s feet

while transporting or sitting up• IV pole holder – accommodates IV poles

while helping save valuable fl oor space• Foley bag/accessory hook – accommodates

hanging of foley bag or personal items

Item# 10-0002826 © 2010 Steelcase Inc. All rights reserved. Trademarks used herein are the property of Steelcase Inc. or of their respective owners.

SONATA™ WAVE 2A personal, purposeful approach to the chemotherapy experience.

Product Updates• Bench with open storage features a cushion or solid surface top• Island with open storage accommodates personal belongings and power• Nurse server with waste bin storage promotes hands-free disposal of waste

while providing surfaces for material prep and a drawer for medical supplies

products at-a-glance


Product Cut Sheet

C A S E G O O D S

senza

1122 Street Name, City, State 12345 | [email protected] | 123.456.7890

Item# XX-XXXXXXX © 2010 Steelcase Inc. All rights reserved. All specifi cations subject to change without notice. Trademarks used herein are the property of Steelcase Inc. or of their respective owners.

VERSATILITY HAS NEVER BEEN MORE BEAUTIFUL.Senza™ represents the ultimate in taste and sophistication.

Transitional to contemporary styling and long lines give you

the fl exibility to create the perfect space.

FEATURES & BENEFITS

• Traditional to contemporary styling

• Wood leg and metal base options

• Six pull options to create your style

• Solid surface top options for beauty and cleanability

senza

S A M B A C H E R R Y

C O G N A C C H E R R Y

D A R K R U M C H E R R Y

S H I R A Z C H E R R Y

F L A M E N C O C H E R R Y

L AMINATE / V ENEER / RTF

S U G A R L O A FM A P L E

A L M O N D C H E R R Y

L I N E N C A N V A S

S O L ID SURFACE SB I S Q U EA N T A R C T I C

STATEMENT OF L INE

Refer to specifi cation guide for complete product details.

9191

93

LOOKING AHEAD

The buzz on healthcare transformation has been noisy these past few years. From the

Affordable Care Act and Accountable Care Organizations to Health Navigators and

Population Health Management, conflicting rhetoric has heightened consumer confusion.

As the dust begins to settle and changes begin to fall into the place, some challenges

remain in need of creative solutions for transformation to fulfill its promise.

A FEW THINGS TO THINK ABOUT

95

CONSUMERIZATION OF HEALTHCARE COMMUNICATIONS1

Of all the topics shaping American headlines, health and healthcare is the

#1 issue for Americans today. Healthcare consumers will no longer behave

like patients, but as demanding consumers. They’ll expect their healthcare

experience to measure up to what they’ve grown accustomed to with

other consumer brand experiences.

How ready is your brand and branded content to integrate into their always on, digitally connected information world?

CONSUMERIZATION OF HEALTHCARE COMMUNICATIONS

Research shows a happy brand is a successful brand: better recalled,

better liked and chosen more often. As the focus shifts from treating

illness and injury to preventative health and wellness behaviors, the

context is moving outside of the clinic and into people’s everyday lives.

FINDING A NEW VOICE FOR HEALTHCARE.

HEALTHY, HAPPY—HUMOROUS—HUMAN. 2

How will your healthcare brand avoid the trappings of convention and its sterile, cold, clinical voice and revitalize and engage new health behaviors

with a healthy, happy, human voice?

97

Wearable technologies such as health and fitness activity trackers have

crossed the chasm of early adopters and are into the mainstream—this isn’t

likely a passing fad. Looking ahead, healthcare consumers continue to seek

ways to aggregate and interact with their personal health data to make it

more useful for their lives.

EMPOWERING HEALTHY INTERACTIONS WITH DATA-DRIVEN INSIGHTS3

How will you look to bring your brand into contact with them as they seek to remain healthily engaged, entertained and informed with data?

EMPOWERING HEALTHY INTERACTIONS WITH DATA-DRIVEN INSIGHTS

FEELING INSPIRED? WE HOPE SO, AND WE’D LOVE TO HEAR MORE ABOUT IT.

Visit huntadkins.com to get better acquainted with all our work.

Better yet, let’s sit down and talk about how we can make your brand

thrive and change the face of healthcare. Together. Thank you.

© 2014 HUNT ADKINS

HOLLI MAINES / Director of Client Services

15 South 5th Street, Suite 1200, Minneapolis, MN 55402

[email protected] / 612.339.8003

Documents

Hunt Adkins: Healthcare Showcase