Background 

In September 2022, VillageMD tapped Deutsch NY to create a 360-marketing program including strategic positioning, identity design, a launch campaign, and employee marketing for the U.S. national provider of value-based primary care services, a $1 trillion, fast-growing segment of the healthcare system. 

In the United States, the current healthcare system is broken. It's a system that limits a doctor’s ability to give the best care to their patients. Village Medical is a new and disruptive primary care model designed to help patients better manage their health. It provides a deeper, more personalized doctor-patient relationship, combined with expert team coordination (doctors, nurses, clinicians, and pharmacists working together), and is built entirely around the patient’s needs.

About The New Way to Well Campaign

Our challenge is that patients accept poor quality care with significant gaps as the status quo. To get them to recognize there’s a new, better way of experiencing healthcare, we shine a light on what's missing from the system - human relationships, warmth and understanding. Using the metaphor of a factory, Deutsch NY portrays the entire system as a complex assembly line where patients don't get the time and attention they deserve. 

Ultimately, Deutsch NY wanted to show how Village Medical is a new and different model of delivering and experiencing primary care. A deeper, more personalized doctor-patient relationship, combined with expert team coordination (doctors, nurses, and clinicians working together on your behalf), built entirely around the patient’s needs. That's the new way to well.

“It’s no secret that our healthcare system is broken. At VillageMD, we’ve set out to transform the way that patients receive their care – and in a way that we’d want for our own family members,” said Ellen Donahue-Dalton, CMO of VillageMD. “With Deutsch NY, we created a campaign that lets patients know we have a better solution for them with personalized, coordinated care at Village Medical. We’re excited to show you The New Way to Well.”  

“Today’s healthcare system is one that rewards efficiency over humanity, and VillageMD’s leadership team is rewriting the script,” said Samira Ansari, CCO of Deutsch NY. “The campaign captures the “factory-like” feel of today’s systems and compares it to a more compassionate, more relationship-driven healthcare offering that is Village Medical.” 

The campaign includes digital, online video, social media, television commercials locally and web content.