Henry Ford
Health System.
Game on cancer
The Why.
In the campaign against cancer, Henry Ford Health System partnered with DBA to build a movement.
The Way.
Influencer Engagement:
We engaged influencers who could tell our story for us.
The Work.
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.
Detroit Lions Blitz Cancer!
1. Teamed Up
We reached out to the local sports influencers, Herman Moore and the Detroit Lions, firing up the 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.
Pinky Swear:
30K Friends for Mammography
2. Connected Employees
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 1.
PHYSICIANS DRIVE 90% OF CANCER REFERRAL
3. Engaged Physicians
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 the airline publications targeting physicians en route to CME seminars, while our client performed the world's first "tweeted" surgery.
4. Referrals
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.
WIN THE GAME OF INFLUENCE IN HEALTHCARE
Relevance.
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.
"we have seen a significant lift in our brand preference"