SKAR’s work featured in “Notable Health Care Advertising” article
SKAR all-star Sara Wilson was asked to lend her insights on health care marketing for the Strategic Health Care Marketing e-zine.
SKAR’s unconventional videos produced for health care client East Texas Medical Center (ETMC) caught the attention of Peter Hochstein at Strategic Health Care Marketing e-zine.
“Now a new kind of hospital advertising is popping up and it barely mentions the hospitals behind the ads. In fact, the agencies are even reluctant to call their work ads,” Hochstein wrote in his column, “Notable Health Care Advertising.”
Called “Healthy Lifestyle Upgrades,” the quirky three-part video series had an 82 percent completion rate over all platforms. The spots helped raise ETMC’s brand preference among the targeted 18-to-34 age group from 23 percent in 2016 to 28 percent in 2017. Meanwhile, the competitor’s score for the same age group and time frame slid from 38 percent to 24 percent.
According to Sara Wilson, vice president of account service and public relations at SKAR, the challenge is “getting people to care when they don’t need you yet. It might be years before millennials become regular patients, but hospitals need to start building a favorable brand image so they have a sustainable base in the future.”