Volume Driving (Precision) Campaign

Showcasing clinical leadership in a consumer-centric way.

About the Client
AdventHealth's Central Florida Division encompasses more than 20 hospitals and ERs in the seven counties in and surrounding metro Orlando. The world-class hospitals, combined with a comprehensive outpatient care network, see millions of patient visits annually. AdventHealth Orlando -- the division's flagship campus -- boasts nationally and internationally recognized programs and serves as a major tertiary referral hospital for much of the Southeast, the Caribbean and Latin America. The organization has an expansive research portfolio with more than 500 clinical trials in progress. AdventHealth has a deep commitment to serving the community and has a local financial impact of more than $1 billion annually. The organization and its employees are responsible for nearly 20 percent of Central Florida's economy.

The Challenge

The patient population in the downtown Orlando market was dwindling, with little differentiation understood between AdventHealth and its competitors. In actuality, AdventHealth is vastly different, being a nationally-renowned, clinical powerhouse on the cutting-edge for treatments and technologies. In order to get this message in front of the consumer, BPD was challenged with developing a creative campaign that clinically differentiates the service lines to drive volumes to the downtown campus and motivate consumers to choose AdventHealth.

The Strategy

BPD created a multi-level digital campaign, "You've Come to the Right Place," to drive volumes to the most profitable service lines. The concept showcases the many points of market leadership AdventHealth can claim for each service line.

More importantly, our approach taps into the emotional desire to trust and be reassured in your healthcare choices. A consumer-friendly voice puts your mind at ease that you made the right choice to come to AdventHealth, because its innovative, award-winning care improves your life. Original video provides a modern look and feel that is ownable to AdventHealth, while the consumer-centric approach showcases a relatable lifestyle vision.

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