Industry Expertise
Healthcare
Perspective
Few industries have as many audiences as healthcare.
Patients, families, physicians, providers, employers, brokers, administrators, employees, communities. Each comes with different needs, questions and expectations, and a healthcare organization usually has to speak to several of them at once.
Healthcare decisions are also personal. How an organization presents itself shapes how people understand its services, judge its expertise, and decide whether to engage.
For more than three decades, McKenzie Wagner has helped healthcare organizations explain who they are and what they offer. We’ve worked with health systems, medical practices, insurers and specialty services, developing brands, campaigns and communications that make complex organizations easier to understand.
Experience
We know our way around the healthcare system.
We were Carle Clinic’s primary advertising agency for 12 years, developing strategy, creative, media plans and marketing materials for programs ranging from cancer care and occupational medicine to reproductive medicine, convenient care and cosmetic surgery, as well as Carle’s branches and affiliated organizations.
We also worked with Health Alliance Medical Plans as it moved beyond its Carle co-branding. We helped research and develop the new name, brand identity and rollout, then created advertising and sales materials for medical group administrators, consumers, brokers and other audiences. That work included market research, focus groups, media planning and creative for the Premier Choice senior product, including ads and broadcast.
Beyond those two, we’ve worked with hospitals, medical centers, clinics, healthcare technology companies and health insurers.
The work has included branding, advertising, media, research, sales materials, websites, broadcast, public relations and patient communications. In each case, it started with understanding the organization, the audience and the decision that audience was being asked to make.
Impact
Behind every message is a decision someone has to make.
A healthcare brand has several jobs at once: build confidence, explain something complicated, set one provider apart from another, help patients understand their options, and give physicians and other professionals a reason to believe in the organization. It also has to hold together across services, locations, and audiences.
We’ve worked with organizations whose audience was a patient, and others whose audience was a physician, employer, broker or medical group administrator. We’ve developed communications for single services and for organizations with many specialties and locations.
A consistent look isn’t enough. Message, identity and communications need to work together and match the experience the organization wants to deliver.
We help healthcare organizations:
- Stand out in a crowded market
- Make complex services easier to understand
- Clarify what makes them different
- Speak to patients and to the providers and stakeholders around them
- Bring multiple services and locations together under one story
- Turn research into communications that work
- Show what the marketing is returning
- Keep a growing system’s brand consistent across services and locations
Proof
Hospitals, health plans, clinics and a few things in between.
We’ve been a health system’s primary advertising agency for more than a decade. We’ve named and launched a health plan, built a hospital brand, and developed provider campaigns aimed at specific employer audiences. We’ve marketed medical equipment, from print to tradeshows, and worked with hospitals, clinics, health plans and the companies that serve them as their services, markets and audiences changed.
