HY Connect is proud to announce it has received top honors in the 2014 Ragan’s Health Care PR and Marketing Awards for work done on behalf of Indiana University Health. The campaign, I Am Stronger, targeted both physicians and patients and ran across central Indiana throughout 2013.
“We are true creative partners with IU Health which enables us to continually produce breakthrough work,” said HY Connect Senior Vice President, Chief Experience Officer Kellie Bliss. “We are very proud of the campaign and the integrated strategies executed across multiple channels to engage our target audience.”
The campaign, I Am Stronger, positioned IU Health as home to the state’s most skilled physicians who provide great care to the sick and injured but also provide the kind of services one needs to stay healthy and well. It used the emotional appeal of personal empowerment to deliver the message for consumers.
The multichannel campaign included television, print, and digital media. The campaign also reached its target audience through mobile advertising, placing ads with popular apps like The Weather Channel, a tap-through of which led to IU Health’s mobile-friendly website. According to Ragan, the inclusion of a mobile component was unique among entrants in this category, calling it an inspired decision. The campaign drove more than 90,000 page views and high levels of engagement, meeting or surpassing brand equity goals.
HY Connect has been the agency of record for Indiana University Health since 2010 when it was known as Clarian Health.