HEALTHPARTNERS
Donna Swartz
Shannon Klein
Larissa Rodriguez
Mktg.-Advt. Mgr.
VP-Mktg. Comm.
Dir.-Care Delivery Mktg.
PRESTON KELLY
Mark Jenson
Peter Tressel
Laura Linn
Tom Buchok
Melody Lentsch
MARKETING MIDWEST
Barb Epstein
Michelle Benson
VP-Acct. Dir.
Creative Dir.-Interactive
Acct. Super.
Interactive Producer
eMktg. Dir.
Pres.
Media Super.
CLARIAN HEALTH
Rebecca Carl
CMO-Community Relations Officer
THE HEAVYWEIGHTS
John Luginbill
Susan Appel
Adrienne Payne
Katrina Hess
CEO
Acct. Mgr.-Publicity Coord.
COO
Creative Dir.
A NEW WAY TO LOOK AT HEALTHCARE
Smiling doctors and smiling patients – that’s all consumers saw
in healthcare advertising. HealthPartners wanted to break
through with its online patient services. By registering at
healthpartners.com, members could access services including
receiving test results and talking with their doctor online. The
campaign strategically placed giant medical props around the
city and unleashed a pee cup mascot. The campaign gained the
most media and consumer attention in HealthPartners’ history,
resulting in a 48% increase in registrations.
REVERSING THE DECLINE IN MAMMOGRAMS
Throughout the first half of the 2000s, mammogram numbers
dropped at an alarming rate. Crusades by public figures failed
to reverse the trend. Clarian Health made it its mission to reach
women at risk, targeting pre-episodic breast cancer patients by
telling the true story of a world-class speed skater who was
diagnosed with breast cancer in her early 40s. Women who saw
the campaign thought, “If she can get it, anybody can.”
Monthly mammograms more than doubled.
