Edward-Elmhurst Health
Differentiating a health system in a highly competitive healthcare market.
NPS and Loyalty metrics hit their highest point in 4 years.
The Belief & Behavior Challenge
The Chicago area is one of the most competitive healthcare markets in the country, and while Edward-Elmhurst Health (EEH) has been on the forefront of transformational care, nobody knew it. We needed to raise awareness of EEH and their service lines with work that reflected their most powerful assets – people and culture.
The
Sharp Idea:
Get personal. It’s no secret the healthcare system isn’t exactly healthy itself. Acquisition after acquisition, large healthcare networks pressure their providers to cut corners on service and speed up appointments for the sake of the bottom line. For the patient, it’s made healthcare feel increasingly cold, clinical and impersonal. It begs the question: What is personal? Is it being able to call your doctor’s cell to ask a question? Is it your pharmacist driving out of his way to drop off the medication you need? Is it talking with your doctor about questionable street meat that upset your stomach? At EEH, personal is all of this and more. So our work leaned into the personal side of healthcare, bringing forward the humanity and dedication that differentiates EEH from its competition.
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From lighthearted to heartfelt, how we transition from Primary Care to Cardiology, and beyond…
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"Cactus is one of the best when it comes to truly listening. I’ve found that the Cactus team sees my team as an extension of what they do and vice versa. The work we do together is better because of that. It’s creative. It’s a strong reflection of our organization’s culture. And it breaks through in a crowded marketplace. Cactus takes it a step beyond the traditional agency/client relationship."
- Sheri Scott | Vice President, Marketing and Communications, Edward–Elmhurst Health
The Results
Overall EEH NPS and Loyalty metrics hit their highest points in 4 years
Positive Reputation scores tripled during the “Here It’s Personal” campaign, and brand loyalty rose to the 80th percentile nationwide
Increased brand awareness drove users to the “This is Personal” landing page, where 72% of all visits were from new users
“Here for It” campaign scored an 88% for breakthrough creative as compared to other Healthcare advertising