ProHealth Wants to Know How You Would Change Healthcare
Ask consumers of healthcare what they long for in their doctor or hospital, and it’s likely you’ll hear one word more than any other. Respect. Not that a health system would ever think to ask. But BVK did. Convincing ProHealth Care in Southeastern Wisconsin to launched a series of interactive teaser billboards, print and digital ads asking consumers how they’d like to see health care work better.
At the same time, we went into the community with a videographer and asked people on the streets how they would improve healthcare. We set up a website, MakeHealthCareBetter.com, where residents could share their thoughts and concerns. We even created TV spots that dared to imagine what a few of those improvements might actually look like. Think hospital gown with a zipper.
Within a month of the launch, over 1,000 people went online to make suggestions and propose improvements–from their desire to get same-day test results, to being able to e-mail their doctors. Then a month later, we shared what we’d learned. Updating our billboards with the improvements suggested by the community. All of which led to a whole new platform based on respect under the theme, “The way you should be treated.”