We found CV’s hidden audience — and motivated them to act

The Challenge We Faced.

Like most healthcare systems, Franciscan Missionaries of Our Lady Health System (FMOLHS) was looking to get patients back into their facilities after COVID-19, especially with a larger-than-ever CV patient pool due to the biological and lifestyle impacts of COVID-19.

The ask: Develop a heart month campaign that would go beyond creating community awareness and deliver 200 heart screening appointments in 30 days.

The Research. Or As We Call It, The True Heart Of Every Campaign.

With this particular campaign, it wasn’t just about your typical cardiovascular audience — 40+ and predominantly male. We chose to narrow in on three key audiences:

• Those who had delayed their cardiovascular care.
• Patients who had developed heart disease after COVID-19 from infection or sedentary lifestyles.
• Gatekeepers, like women, who make most of the family healthcare decisions.

Each of our three different audiences had two things in common:

1. They needed to know that ignoring their cardiovascular care is never the solution.
2. The individuals in each group had someone influencing the decision-making process.

Our Strategic Approach: Ignorance Isn’t Bliss.

As our research showed, we had to grab our target audience’s attention and lean on the gatekeepers, who could influence them to — finally — make their heart health a priority. To capture their attention, we created an intentionally bold campaign centered around the idea that “ignorance isn’t bliss.” We brought some humor into the mix with copy like, “You can ignore the dishes in the sink, but not your heart health.”

The Rollout. Aka, How We Got Their Heart Rates Up.

Once we had their attention, we used Health Risk Assessments (HRAs) to educate and identify new, high-risk CV patients and push them to schedule a heart screening. We executed the campaign with a fully integrated approach, using both traditional and digital media. Leveraging ICD-10 codes and prescription data, we targeted at-risk patients like those with hypertension or who were taking drugs like Eliquis.

These Results Will Make Your Heart Sing.

We reached over 3.24 million people in Louisiana and Mississippi with a campaign that had cardiologists’ hearts skipping a beat. And the biggest win? We surpassed our client’s screening goal by 97%