Company: Avera Health, Sioux Falls, SD
Company Description: Avera Health is an integrated health system based in Sioux Falls, SD, serving a population of nearly 1 million throughout a geographical footprint of 72,000 square miles and 86 counties. As a health ministry rooted in the Gospel, Avera’s mission is to make a positive impact in the lives and health of persons and communities by providing quality services guided by Christian values.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Brand Experience of the Year - Consumer
 Nomination Title: Avera Branding Campaign – Moving Health Forward
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
January 10, 2021
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 204 words used.
Avera’s branding campaign was the first of its kind for our organization. The genesis of the campaign came at a time where we sought to align Avera’s 5-year strategy with the challenges of a society where consumer behavior was significantly changing. Additionally, we saw a need to establish an overarching awareness in the markets we serve to differentiate from a local competitor who was looking to merge with a large health system.
Through our research, we learned that:
In 2020, more than a third (36%) of health care consumers showed no preference for a health care brand. This is an increase from 31% in 2018. (NRC)
85% of survey respondents believe that personalized care is very or somewhat important in making health care satisfactory.
52% of consumers are somewhat likely to switch brands because the company doesn’t provide enough personalization. (SalesForce 2021)
Knowing this information, marketing created the first branding campaign for the Avera system, combining the Avera Medical Group and Insurance Division together to show that together, Avera is Moving Health Forward. The combined focus is the drumbeat of our organization’s marketing efforts. This focus communicates that Avera is your partner in health and is used to drive overarching awareness in the market.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 241 words used.
Marketing began research and planning well over a year ahead of campaign launch. Once the marketing strategy was created based on research and goals listed above, the creative process began. Our creative team went through many iterations until we ultimately landed on the new tagline ‘Moving Health Forward’ with the ‘you’ themed message.
Since the campaign launched in January 2022, the goal of the creative and media buy has been both to spread awareness of the Avera system through the Moving Health Forward message, as well as bring a personalized feel to the campaign at the individual level. We have accomplished this by having overarching branding ads be the basis for awareness-based tactics like TV, radio, etc., and then found opportunities to personalize digital messages through geo-fencing community events, as well as non-traditional tactics. Content marketing has played a large role in educating the community on ‘how’ Avera is their partner in health. We have created infographics, animated videos, blogs, etc. to communicate and target the message. In addition, we’ve continued to look for innovative ways of intersecting the brand message with where our members, patients and employees are at. For example, all new Avera employees receive a branded tumbler and welcome box, new parents receive branded baby booties when they deliver at Avera, etc.
As the campaign continues into 2023, we continue to seek opportunities to drive overarching awareness, while personalizing the media buy and creative as much as possible.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2021. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 88 words used.
The Avera branding campaign was designed to hold up and strengthen Avera’s various service line awareness campaigns which in turn are used to support our many volume-driving campaigns. Throughout the first year of branding, we saw an increased strength from our marketing efforts. In 2022, brand campaign efforts brought in over 128 million impressions, 27,665 total website visits and 83% new sessions. Additionally, the branding campaign helped to lift our market share data for key service lines. Service-line campaigns saw an overall total of 558,441 clicks.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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