Henry Ford Health System

GAME ON CANCER

Cancer Awareness

In the campaign against cancer, Henry Ford Health System partnered with DBA to build a movement.

Influencer Engagement

We engaged influencers who could tell our story for us.

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1. We teamed up with the Detroit Lions for a Super Bowl launch.

2. We connected employees in social media for mammography.

3. We engaged with referring physicians for robotic prostate procedures.

4. We increased referrals with a multi-platform campaign.

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DETROIT LIONS BLITZ CANCER!

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1. TEAMED UP

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We reached out to the local sports influencers, Herman Moore and the Detroit Lions, firing up their 1.8M social followers.

$15 Million in Donations
We launched with a Super Bowl TV spot, sending the Detroit Lions to the Super Bowl for the first time! The TV spot won an Emmy Award and was instrumental in raising $15M for cancer care at Henry Ford Health System.

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2. CONNECTED EMPLOYEES

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We created a social media app that empowered 30,000 employees of Henry Ford Health System to select their friends and reach out to invite them to get mammograms. Mothers challenged daughters, sisters joined in unison, and friends made a “Pinky Swear” to each get a mammogram.

Tripled Mammograms:
The “Pinky Swear” campaign tripled mammograms in the first month and generated a +161% increase in year one.

PHYSICIANS DRIVE 90% OF CANCER REFERRALS

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3. ENGAGED PHYSICIANS

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Experience Design:
We engaged referring physicians by creating CME seminars, online chats, and a mobile referral app, capped by a prime time TV show featuring leading robotic surgeons from Henry Ford Health System. We placed ads in airline publications targeting physicians en route to CME seminars, while our client performed the world's first "tweeted" surgery.

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4. REFFERALS

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693% Increase in Prostate Procedures:
The multi-platform physician influencer campaign resulted in the greatest growth in referrals, most of which came from out of state.

Services Completed:

OMNI-CHANNEL
MEDIA STRATEGY

Digital, broadcast, out-of-home – we’ve got you covered when it comes to creating a unified brand identity across multiple channels.

Examples

CAMPAIGN
STRATEGY

Thinking things through, outside the box. That’s just how we do things, and that’s how we’ll help you do everything.

Examples

RELEVANCE

WIN THE GAME OF INFLUENCE IN HEALTHCARE

People Don't Engage With Corporate Messaging. They Engage With People.

We started doing online physician chats and patient support groups in 1999. Today, consumer social pages drive 800% more organic reach than corporate pages in Facebook and Instagram.

Our influencer model is more relevant than ever.

Western Michigan University

RETHINK SMART

See Case Study

Henry Ford Health System

PATIENT REFERRALS DOUBLED

See Case Study

LET'S
WORK

Do you have a branding, advertising communications or digital marketing need? Please tell us about it, and a consultant will respond within minutes to set up a no-obligation conversation.

PHONE NUMBER

248.601.5222

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