Laying the groundwork for brand evolution
Froedtert Health sought a fresh campaign to replace its successful “Humanly Possible” branding. Unlock Health began with strategic analysis, interviewing stakeholders to align messaging with evolving goals.
By October 2023, “Let’s Push Ahead” was launched, emphasizing constant improvement and compassionate care. The campaign highlighted Froedtert & MCW’s relentless pursuit of progress for patients and communities.
Strategic insights and targeted objectives
The campaign aimed to grow market share, increase loyalty, and expand cancer and heart service line awareness. It also reinforced care-close-to-home messaging and supported Froedtert & MCW’s 2024 strategic plan.
Leveraging our proprietary research, ConsumerCompass®, we targeted the “Empowered Enthusiasts” segment, focusing messaging on accessibility, and academic excellence. The approach aimed to meet patients where they were while reinforcing high-quality care perception.
Multi-channel execution and impact
Unlock Health executed a bold and integrated multi-channel campaign with video, out of home, print, radio, and digital ads. Black-and-white creative differentiated the look and feel of the campaign.
Since launch, Qualtrics data shows a large spike in unaided awareness and advertising recall, solidifying Froedtert & MCW as a market leader.
