In an effort to bring awareness to the seriousness of heart disease, the leading cause of death in the U.S., the Indiana University Health Cardiovascular program took an unlikely, yet real approach with their latest heart scan campaign. By appealing to the loved ones of people who are likely to be at a higher risk of heart related problems, HY Connect created a campaign that highlights common, unhealthy activities in an authentic and relatable way.
The campaign includes print, radio, digital banners, OOH and SEM support. The materials direct consumers to the IU Health website where they can get a better understanding of the common risk factors of heart disease, schedule an appointment and watch a patient testimonial video that shows how a routine heart scan at an IU Health Hospital helped to save their life.
Consumer testing and early campaign metrics are very promising with regards to the overall success in message awareness and appointment scheduling. Campaign flighting continues through the fall of 2015.