Wellsoon Shortlisted for Marketing Week’s Health and Life Sciences Award
Practice Plus Group, one of the country’s largest independent providers of NHS services, debuted its first TV campaign for its self-pay surgery brand, Wellsoon this summer.
The campaign has been shortlisted in the Marketing Week Awards in the “Health & Sciences” category.
“Back to your Best” is a 30-second spot created by BC2, Bountiful Cow’s brand consultancy and the7stars Group in-house creative shop Supernova, with ECD Barnaby Girling, Agile Films, and illustration by Jake Williams.
It begins by asking, “What if your knee or hip stopped giving you jip?” and takes the audience on a feel-good journey of sunny days, holidays and living life to the full.
The contemporary illustration depicts happy and energised characters being active, getting back to gardening, travelling, sporty hobbies and feeling their best again.
The ad is set to the track “Let the Sunshine in”, originally recorded by the Fifth Dimension, and ends with the voiceover and call to action, saying: "What if we’re called Wellsoon for good reason?”
Wellsoon’s TV debut also marks Bountiful Cow’s first foray into the full-service agency offering, in partnership with creative shop Supernova, also part of the7stars Group. The linear TV campaign targets the over 50s, Monday to Fridays, from the 1st May to the end of July.
A regionally targeted media presence runs on ITV, covering those locations in close proximity to Practice Plus Group’s 10 hospitals and surgical centres across the country.
Media planning and buying was handled by Bountiful Cow.
Alyson Lockley, chief marketing officer at Practice Plus Group, said, “To create a disruptive private healthcare brand in just four months, and to debut on TV within six months has been incredible. We have been on an amazing journey with Bountiful Cow, turning the codes and conventions of exclusive hotel-like private healthcare on their head.”
“Wellsoon stands out from the pack as a distinctive, accessible brand with a warm and friendly tone of voice. We want to be people’s helpful ally in the complicated, often intimidating and costly world of private hospitals, to be on their side offering support every step of the way before, during and after their operation. Wellsoon is about recovery not just rooms, focused on giving people more of their life back as quickly as possible. The fact that Wellsoon offers transparent pricing with no hidden costs is the cherry on the cake.”
Barnaby Girling, executive creative director at Supernova, said, “Launching a new brand into a sector as competitive as self-pay surgery gave us the opportunity to create something fresh and original. From the off we were cognisant of how clinical the sector is, lots of surgical blues and greens and a cast of surgeons taking centre stage.”
“Instead of a medical setting, we opted for a vibrant yellow palette and focused on the key emotional benefit of getting well sooner - to enjoy a happy and active life at any age, doing the things you love.”
Adam Foley, CEO at Bountiful Cow, said, “It’s been great working with Practice Plus Group on their ambitious plan to shake up the self-pay surgery sector in the UK. We share a heritage as challenger businesses and category innovators.”
“The private health category was sterile and confusing, so we utilised the full breadth of our agency teams, from data, insight and creative ideation, through to media planning and execution to build a unique market proposition. Most satisfyingly, it is really working well, and we can’t wait to see the next phase of results.”
Winners will be announced at the Marketing Week Award ceremony taking place at The Londoner Hotel on 07 November 2024.
