Major not-for-profit healthcare provider, Cabrini Health, delivers a comprehensive range of services in a competitive private healthcare market in Australia. For the first time in recent history, Cabrini’s leadership endorsed a health service marketing campaign to drive awareness and demand for its services.

With new marketing leadership bringing energy and ambition, agreement was gained for a health service marketing campaign to market five services and one facility: cardiac, oncology, orthopaedic, neurosurgery, maternity and Brighton Hospital.

​Campaign goals were​ for all target audiences to:

• ​Think of Cabrini first when researching or engaging in referral for themselves or a loved one.​
• Feel reassured about the quality of the service.
• Seek information or referral to a Cabrini specialist.​

​With a large catchment area, and broad spectrum of target audiences, Ellis Jones worked intensively with the team at Cabrini through a facilitated process of research reflection, existing asset review, customer behavioural mapping and messaging ideation. This ensured responsiveness to different drivers for engaging a health service, and alignment with related help seeking behaviours and social identity factors.

The campaign also represented a valuable opportunity to gather data on language, behaviours, creative asset and tactic effectiveness, and this informed the strategic approach.

Three message directions were applied to creative assets: leading with questions, direct messaging, and (where appropriate) the use of humour.

Deliverables comprised all ad copy and creative for:

• Google Search
• Google Display for retargeting (animated and static)
• Meta: Facebook (static and carousel) and Instagram
• OOH: clinic waiting room screens
• Destination page copy and creative direction
• Downloadable guide empowering patients to ask physicians the right questions and make good health choices.

Ellis Jones also briefed in and managed the media buyer, ensuring a focus on age, gender, interests, and health condition among target audiences in discreet geographic catchment areas.

The call to action ‘Ask for Cabrini’ established the behaviour and anchored the positive, customer empowerment message that people have the right to choose their specialist and hospital.

The use of ‘confetti’ graphics for immediate visual signposting of each service helped mitigate the risk of marketing six services concurrently. They also provided subtle motion to Display and OOH advertising, capturing attention. Furthermore, the sweep effect in the campaign identity reinforced the sense of quality.

In the first two weeks of the health service marketing campaign:

• 16,000 users visited the destination page and the guide was downloaded 195 times.
• In Facebook and Instagram, 1.7m ad impressions achieved 14,000 link clicks: a strong result and very efficient for the spend.
• Search ad click-through rate was 8.71%, well above the average range.
• OOH reached 243,000 highly engaged target audiences in medical centres.

It was immediately evident which creative was most effective, and adjustments were made to escalate campaign impact. The campaign is now in its second phase.

Visit: askfor.cabrini.com.au