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HealthNet COVID-19 Vaccine Clinics

Who

A unique approach to healthcare. A unique approach to messaging.

Since 1968, HealthNet has taken a creative approach to improving the health of Indianapolis by making high-quality healthcare services accessible to everyone. From its beginnings in a converted bank building staffed by one physician, HealthNet has grown to a regional organization with more than 600 employees. It is one of Indiana’s largest Federally Qualified Health Centers.

What

We were incredibly excited when HealthNet reached out to see how we could help encourage our neighbors who often struggle with lack of insurance or other financial barriers, to prioritize getting their FREE COVID-19 vaccines and boosters. In recent years, our world has been saturated with messages about vaccines, so we knew we needed to find a creative approach to cut through the typical messaging around vaccines.

How

Creative Concept

Our team came up with the unique campaign concept of COVID-19 being an unwanted houseguest who crashes people’s plans and routines. We took this central idea and developed a series of lighthearted video spots to fuel an omnichannel media plan.

Outcomes

Utilizing terrestrial TV in April and May 2023 and a mix of over-the-top, programmatic and social media advertising in August 2023, we drove close to 13,000 visits to HealthNet’s COVID-19 vaccine clinics web page, and it was their top visited web page for the month of August. 415 people attended their free vaccine clinics over the course of these three months. Our campaign stood out from others in Indianapolis, with people remembering our “unwanted houseguest” concept. This was proven by the nearly 100% video completion rate we experienced in OTT and the 78% video completion rate gained from our pre-roll video advertising. This can be attributed to a mix of engaging creative and a targeting strategy that reached the right people with the right kind of messaging.  We were targeting audiences in underserved communities to remind them that they should still be prioritizing getting vaccinated and boosted against COVID-19, and HealthNet was there to remove some of the common barriers in doing so. The campaign even helped build brand awareness for HealthNet with several potential new hire candidates citing the commercials as how they found out HealthNet was in their community.

In a world where trustworthy healthcare providers are in high demand, HealthNet made an impact with a unique approach to this marketing campaign. By taking a fresh approach to healthcare, HealthNet has become a valuable ally in the battle against COVID-19 and has firmly planted themselves in the mind of our community as truly delivering on their mission to improve lives with compassionate healthcare and support services, regardless of ability to pay.