Detroit-based Henry Ford Health System has launched a new advertising campaign that’s centered on personalized health care and includes television and radio advertisements along with outdoor billboards.
“The new campaign reenergizes a promise Henry Ford has always made to its patients — that we treat customers one person at a time,” says Rose Glenn, chief marketing officer of Henry Ford Health System. “This campaign allows us to emphasize more than ever that all of our patients’ health care experiences should be as unique as they are.”
Glenn says the “All for You” campaign is the culmination of months of employee, patient, and general consumer research and focus groups, which found that people overwhelmingly want individualized health care.
“Our research clearly indicated that people are overwhelmed by all of the health care claims in the marketplace, and patients want caregivers who will take the time to understand them,” says Liz Schnell, vice president of brand strategy at Henry Ford.
Schnell says the campaign is based on four questions: How do patients want to access and receive care?; What is their medical history, biogenetics, and life story?; What is the treatment that will work best for them?; and How can we help them cope with stress from sources beyond their condition and treatment?
She says Henry Ford has recently implemented a variety of ways to communicate with current and potential patients including smartphone appointment scheduling and text reminders, virtual consultations, and walk-in clinics.