CenterWell
Primary research drives unprecedented new‑patient signups and leads
MEDIA + CREATIVE + STRATEGY
In 2022, CenterWell looked to Rain the Growth Agency for answers. How do they break through an already crowded healthcare marketplace? How do they reach their audience of the most underserved population—lower-income seniors—who face rising healthcare costs and diminishing quality of care?
Our challenge? To increase brand awareness, to bust through the noise and drive qualified leads. But first, we needed to better understand our audience through primary research. We dug deep to find their behaviors and needs, what they think about their doctor, and their view on healthcare in general.
The biggest takeaway? When it comes to healthcare, seniors often feel misrepresented and misunderstood. This insight guided a central campaign concept and media strategy. It generated qualified leads to CenterWell primary care locations during Medicare’s Annual Enrollment Period (AEP). It broadened awareness in less-established markets.
- Creative Strategy
- Data Analytics
- Linear TV
- Connected TV/Streaming
- Digital Video
- Website
- Paid social
- Paid search
- Programmatic Display
- Audio
- OOH
- Direct Mail
It drove extraordinary results. And won awards.
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New patients
Cue the accolades
Our campaign message was simple. Yet the results were—and continue to be—extraordinary.
We shared our success with the industry. And the awards keep coming in.
“The data-driven strategy for this campaign resulted in significantly higher year-over-year results.”
— Kate Eckert, Senior Product Marketer, Humana (Parent company of CenterWell)
It's about time
Through primary research, we discovered many seniors feel rushed along during appointments. They feel like just a number on a chart. They want to feel a part of their healthcare journey rather than simply told what to do.
So, we launched a new campaign positioning CenterWell as the provider who truly understands seniors and what they need: More time with their care teams. More time spent listening and answering questions. More time making sure seniors get the care they need, the respect they deserve. More time for seniors to focus on the people and things they love because of the quality care they receive. Our campaign concept was simple, yet powerful: “It's about time.”
We ran messaging and positioning testing to find which attributes of “more time” were most important. We also tested activation tactics, optimizing them for audience, messaging, creative format, channels, calls to action and channel interaction.
Building confidence in the patient experience
It's About Time :30
Our campaign focused on key messaging we knew would resonate with seniors: Providers take more time listening and understanding patients' concerns and goals and more time answering questions. It's personalized care that keep seniors healthy, so they can do what they love.
Talking to seniors.
Not at them.
Seniors saw “It's About Time” messaging in videos across multiple channels. And they saw themselves, as diversity played a strong role in the campaign, including Spanish and English versions of all assets.
Confident :15
If seniors know they have all the time they need to ask their questions as well as time to get answers in a way they understand, they feel more confident in the healthcare they receive. They feel as if they're a partner in their care.
Team :15
CenterWell patients have a whole team of experts behind their healthcare, each taking the time they need to address a patient's specific needs and all taking time to work together. The result? A higher quality of coordinated, personalized care.
Proactive :15
By taking the time make sure patients receive routine screenings and vaccinations as well as teaching and encouraging healthy habits, CenterWell providers offer a proactive approach to healthcare — a quality of care far beyond merely treating symptoms.
Taking the message everywhere
Talk about legs. The “It's about time” campaign reached across numerous platforms, including linear TV, connected TV/streaming, digital video, paid search, paid social, programmatic display, direct response, audio, print, OOH and web content.
