HealthPartners

Among the most innovative healthcare organizations in the U.S., HealthPartners had introduced an industry-leading website enabling members to enhance their care with 24/7 online test results, appointment scheduling, and medical records access. With their best efforts however, only 12.5% of their members had registered.

Preston Kelly was charged with changing that number to 28% in year one. Also, with changing the bland healthcare advertising landscape of smiling patients and doctors. Our iconic idea – A new way to look at healthcare – began around the notion that nothing we did could feel, smell, or taste anything like healthcare advertising.

A Pee Cup became our mascot, giant 3D syringes, capsules and sample cups hit the streets. Billboards were orange and yellow, instead of medical blue and were dimensional and even upside down. It was anything but healthcare as usual. A post-campaign awareness study reported HealthPartners had the highest recall against any competitor at 65%, with the next best at 35%. Online registry is on pace to exceed the 2008 goal, which was already at 90% of target just halfway into the year.