Super Bowl Spot
Leads from Direct Response Campaign
Increase in Perception as Technology Leader
Inspira Health has rapidly expanded, bringing in the latest technological advancements and expanding its footprint to offer leading-edge, convenient care across a wide geographic area. As the network grew, it needed to highlight clinical and service excellence and technological innovation to compete against well-known health care providers in the region.
As a first step, BG launched a brand awareness campaign to raise Inspira’s visibility in the South Jersey market. The concept, “Inspira: In It for You,” used part of the Inspira name to highlight innovation and quality of care. A series of executions chronicled the many positive attributes of the brand playing on the “I” in Inspira – positioning the network as “interactive,” “insightful,” and “innovative” while featuring state-of-the-art technology and skilled physicians.
BG built upon the awareness campaign and followed with a multi-channel direct response campaign to drive an increase in orthopedic surgery appointments. Inclusive of TV, radio, OOH, digital advertising, and social media, BG highlighted the benefits of Inspira’s individualized award-winning care and innovative robotic technology for orthopedic care. The advertisements promoted several calls-to-action, directly resulting in hundreds of conversions from potential patients.
These campaigns laid the foundation ahead of a major marketing milestone for Inspira – its first-ever regional Super Bowl buy in February 2019. BG delivered a powerful and unexpected concept for a regional health care system, titled “Innovation Where It Matters Most.” The spot cleverly illustrated the accessibility of Inspira’s cutting-edge care for residents of South Jersey, brought a sense of humanity to the technology used by Inspira every day, and ultimately underscored that Inspira’s advancements are right in patients’ backyards, sometimes only a tap away.
Following the “In It for You” campaign, Inspira’s brand awareness continued to grow. The spots yielded high recall and, more importantly, influenced positive shifts in perception. In fact, perception of availability of leading-edge technology at Inspira grew 17% from 2017 to August 2018.
BG’s PR efforts also supported this shift in perception, with one-third of media coverage focused on innovation. Inspira was also recognized by Philadelphia Business Journal in its Health Care Innovators awards program in 2018.
In a six-month period, the direct response orthopedic campaign resulted in nearly 350 conversions from TV, radio, and digital ads; as well as impressive social media metrics – including nearly 1.6 million impressions, 383k people reached, 9.3k engagements, and 107 leads.