Reliant Medical Group

What do you do when a pandemic interrupts a healthcare campaign launch?

As the consumer’s perception of healthcare evolves from cold and clinical to warm and familiar, we wanted to help longtime client Reliant Medical Group (a recognized national leader in the delivery of care) benefit by introducing a new marketing campaign that illicited more of an emotional connection.

Based upon a consumer media consumption analysis conducted by RDW, we diversified Reliant’s media mix to include television (both cable and streaming). Then, we evolved from Reliant’s long-standing approach of using bold, text-driven creative to a concept that is light on copy and heavy on uplifting, positive imagery that reflects moments from everyday life. We positioned Reliant as the healthcare provider that is always by your side, “for wherever life takes you.”

Just as we launched the new campaign, the world was knocked for a loop by COVID-19. Not surprisingly, Reliant’s new patient registrations saw a decline. We largely maintained course with our paid media plans…particularly staying with TV because of increased viewership due to stay-at-home pandemic mandates…and slightly modified the creative to reflect the new realities of healthcare. This helped Reliant see a strong and steady rise in new patient activity as restrictions were eased and healthcare routines returned. Reliant has remained top of mind throughout the pandemic period.

Relatable imagery and an emotion-driven script show that Reliant is with you no matter what you’re going through. Wrapping the logo around people enhances the idea that Reliant helps protect your health.

Relatable imagery and an emotion-driven script show that Reliant is with you no matter what you’re going through. Wrapping the logo around people enhances the idea that Reliant helps protect your health.

Simple and direct, online ads reinforce the idea that Reliant is always here for you.
Simple and direct, online ads reinforce the idea that Reliant is always here for you.

The large format of outdoor advertising delivers the simple message with greater poignancy, clarity, and immediacy.

The large format of outdoor advertising delivers the simple message with greater poignancy, clarity, and immediacy.