John Muir Health Patients Squad Up in New Campaign by Duncan Channon
A doctor’s ability to explain, listen and empathise has a profound impact on a patient’s care yet research has shown that, on average, physicians wait just 18 seconds before interrupting patients’ narratives of their symptoms. In the face of this unsettling reality, John Muir Health has been on a mission to provide the opposite: healthcare practitioners who listen so patients know they have a real partner in health.
In a new multi-million dollar campaign called “Squad,” John Muir Health is shifting the focus of its advertising from patients being heard by their primary care physician to patients being lifted - both physically and emotionally - by their speciality care team, whether oncologists or physical therapists.
Anne Elisco-Lemme, executive creative director, Duncan Channon states:
“Cancer is probably one of the most terrifying diagnosis anyone could ever hear. So, our challenge was to create a :30 spot that speaks to the enormity of the situation while remaining hopeful. We took a page out of how sports brands create epic, emotional and highly visual marketing to tell the story of how your entire medical team at John Muir Health – your squad – is with you, no matter what life throws your way.”
The integrated campaign includes TV spots airing on San Francisco Bay Area TV and radio stations through summer 2018, as well as cinema, digital video, outdoor and social.
“The two spots in the new ‘Squad’ campaign bring to life the deep relationships that form when you are a patient at John Muir Health,” add Elisco-Lemme.
