CLIENT: Froedtert & the Medical College of Wisconsin
PRODUCT: Health system
PRIMARY TARGET: External – emerging markets (African American, Latino)
Froedtert & the Medical College of Wisconsin (Froedtert & MCW) is a health network meeting a wide range of healthcare needs (primary, emergency, specialty, research and teaching) in southeastern Wisconsin, with a commitment to deepen their connections and relationships with emerging markets. RBK had worked with Froedtert & MCW previously to court the LGBT market. Now the health network wanted to reach out to African American and Latino consumers.
Historically, much of Froedtert & MCW’s advertising was geared to the general market, and though it featured some diversity, the communications did not speak specifically to African American and Latino audiences.
Furthermore, African Americans and Latinos primarily associated Froedtert & MCW with the treatment of rare or life-threatening illnesses and injuries. There was low awareness of the health system’s offerings outside of emergency and specialty care.
Appeal to these new audiences in a relevant fashion – while broadening their perspectives of all that Froedtert & MCW have to offer.
RBK initiated a series of focus groups that uncovered numerous perceived and real barriers within local Latino and African American communities. The barriers were not only specific to Froedtert & MCW, but also to healthcare in general.
From this we produced highly targeted communications that bridged the rational reasons for choosing a healthcare system (e.g. top specialists) with emotional-cultural motivators (e.g. devotion to family). The goal was to challenge the widespread mindset that “you only go there if something really bad has happened,” and to do it in a way that would resonate by tapping into cultural authenticities (e.g. portraying female decision makers). RBK also developed communications designed to help the target audiences get the most from their insurance; educate consumers on the benefits of preventive care; and help promote diversity within Froedtert & MCW as an organization.
- Trade show
- Direct mail
Come back in early summer for an update.