As the competitive landscape was intensifying, Hendricks stepped beyond mainstream messaging with a new endorser campaign, "This is Hendricks," positioning themselves as the community's indispensable health care partner.
Supported by beautifully executed creative, Longworth crafted a highly targeted omnichannel media campaign aimed at healthcare decision-makers, associates, and key stakeholders. Each with specific strategies and tactics, video, audio, display, print, and out of home media channels were artfully flighted and activated for optimal and sustained top-of-mind awareness.
An independent market study confirmed that "This is Hendricks" hit the mark. Among other remarkable facts, it revealed that 77% of respondents believed Hendricks Regional Health met its vision to be indispensable to the community, a 9% increase from two years prior. Additionally, it brought to light that their share of preference is greater than their share of market and specifically, advertising awareness was cited as a strength.