Care. Where You Are.

THE CHALLENGE Brown & Toland Physicians (BTP) is a network of independent physicians in the Bay Area. They looked to create a campaign in 2021 that would reflect not only the level of care that they provide patients of all ages, but also the benefits of seeing a doctor that you can form a relationship with to establish a continuity of care for years to come. This is a stark contrast to the trend of the “quick-serve” approach of the large-scale healthcare systems that are growing throughout the area. The campaign needed to represent the connection that BTP have with their patients, their dedication to innovative medicine, and the strength of their network to deliver quality care across all disciplines and specialties.

THE STRATEGY The campaign would take multiple forms to ensure it was speaking to the right audience at the right time. Segmentation included dividing the campaign between an overarching Commercial healthcare audience and a more specific Medicare target group.

MEDIA In order to achieve an optimal reach and frequency in the Bay Area, our media plan included broad outreach that would cast a wide net of brand amplification, as well as local marketing opportunities to influence the target at a county level. In a true multi-channel and integrated effort, our media team surrounded the Bay Area consumer using television, connected TV (OTT), radio, out-of-home, social media, online display/video, paid search, and native advertising.

CREATIVE “Care. Where you are.” Community was a theme that our creative team identified as an important element to get the attention of our target audience and to highlight the uniqueness that BTP provides their patients. We aimed to show the doctors in their communities and represent the patients and their personalities, which people would relate to.

THE PRODUCTION BTP identified 12 doctors who were available to participate in the production of the ad campaign. Coordinating shoots at separate offices, including capturing outdoor scenes, required a challenging choreography of schedules and creative shot list; however, ensuring the doctors and patients were safe from COVID-19 was a top priority.