GOAL: To evolve the campaign from fact-focused to a more emotional approach. Previous executions delivered evidence conveying the team’s superiority. This phase built upon the facts by emphasizing the peace-of-mind benefits of certainty, the positive feeling that comes from knowing you are being cared for by the region’s leading team, that you have made the right choice and that everything that can be done for you will be done. In short, certainty combines logic and emotion to cement the value of the brand.

EXECUTION: Real patients were interviewed on camera as they told their own personal stories. Some were quite emotional and inspiring. Their answers to, “What does certainty in heart care mean to you?” were pieced together into sincere, enlightening television and radio ads. Print and online executions gave further interesting details of each patient’s story. Provider interviews were also conducted to add facts about the program, interwoven into the messaging.

RESULTS: Web traffic, as measured by new visits to www.OneHeartCareTeam.org, grew by 94% over the first two months of the campaign’s launch. Direct traffic (visits initiated when the user types the URL directly into their browser’s address bar) saw a 10-fold increase.