Situation

Odney has been the agency of record for Mid Dakota Clinic since 1988. In 2017 after over a year of merger talks, Mid Dakota Clinic needed to reassert itself as a dominant player in the healthcare market and remind staff and the community that they have the best reputation in the region.

Objective

To build brand awareness, a new logo and multi-faceted brand campaign were launched. The brand campaign promoted Mid Dakota Clinic with the brand statement of, ‘The doctors you know and trust,’ along with the tactic, ‘We don’t just care for you, we care about you.’ To increase the reach and frequency, we knew the strategy needed to include both traditional and digital media.

Strategy

Along with the new brand launch strategy, we saw an opportunity to take the campaign a step further and extend it to the full continuum of care, and more specifically about what Mid Dakota Clinic has to offer patients throughout their lives. This Brand/Service Line strategy had two parts, one that focused on the needs of the patient in their early years, and the second which focused on the needs of the patient as adults. Each campaign worked to build upon the core brand, while driving consumer choice for those product lines associated with the specialties featured.

Tactics

Mid Dakota Clinic's brand and service lines were both promoted through a multi-media campaign that used TV, radio, print, digital media, social media and outdoor. We developed a coordinated campaign designed to reach our key target audiences effectively, while delivering our most compelling point of difference and positioning statement, ‘The doctors you know and trust.’

Adult Medicine - Mid Dakota Clinic

Mama Said - Mid Dakota Clinic

Moments - Mid Dakota Clinic

Trust - Mid Dakota Clinic

The launch of the new brand campaign was highly successful and won three Silver Addy awards for Odney and Mid Dakota Clinic. (Logo Design, Regional/National Television Commercial and Integrated Advertising Campaign – Regional/National – Consumer).

More importantly, research shows that Mid Dakota Clinic is the most preferred clinic in the Bismarck-Mandan area with the best reputation.