Healthcare for the anti-doctor crowd

Dedicated is a new healthcare company for underserved seniors living in “healthcare deserts” - the folks who most need intervention, but are least likely to get it. Their main focus is prevention rather than treatment. But changing habits and lifestyles starts with getting people in the door. So our launch strategy was to establish Dedicated as a personal, friendly, warm place to visit. Crucial for a cohort used to actively avoiding contact with medical professionals.

Our target audience wouldn’t respond to entreaties to take care of themselves — often they had too many health conditions to manage already; or were discouraged by the cost of visiting their doctor. But customer research showed that reminders of the moments worth preserving was motivating. Thus, the “reasons” campaign was born.

Time with grandchildren is a huge motivator for this cohort. So we leaned into those relationships, choosing to give kids almost as much screentime as the seniors we were talking to.

Rather than highlight special occasions like birthdays and graduations, we chose to keep our focus on the small everyday moments that make life worth living.

Poster-style print ads do double duty as in-office posters, reinforcing Dedicated’s approach to creating a relationship with patients.

Longer, more frequent patient visits go a long way toward making older patients feel like they have someone turly looking out for them.

We did our best to reflect Dedicated’s approach to healthcare, and also to articulate a philosophy of how life used to be — or should be, if you’re of a certain age. Research showed this alone was enough to motivate trial, since it’s so different than the typical experience with healthcare today.

Print ads allow us to give a little more dimension to the Dedicated story.