Platform rot and algorithm rebellion: what Gen Z’s digital shift means for healthcare marketing and advertising
As digital platforms decay under the weight of their own algorithms, younger audiences like Gen Z are tuning out traditional ads in favor of authentic, people-driven spaces. That shift is forcing healthcare advertisers to rethink how and where they connect.
Virtua Health
Virtua Health and Lourdes Health System united to form a new brand, combining Virtua’s primary and maternity care leadership with Lourdes’ expertise in high-acuity services like cardiac surgery and trauma. They engaged Unlock Health to shape the integrated brand to align with strategic goals – transforming care, fostering a “Culture of We,” and focusing on consumers – and establish a foundation for long-term success.
Emory Healthcare
Emory Healthcare, Georgia’s most comprehensive health system, is considered the go-to place for serious conditions. But people didn’t understand the benefits of choosing academic medicine for all their health needs, including the simple ones. With insights from our proprietary research, Unlock Health developed a strong campaign centered on a new brand platform: Emory is the smarter choice. Since the launch, results have been overwhelmingly positive on all fronts.
Franciscan Missionaries of Our Lady Health System
Like most healthcare systems, Franciscan Missionaries of Our Lady Health System (FMOLHS) was looking to get patients back into its facilities after COVID-19…
Nebraska Medicine
https://vimeo.com/1045487256 Addressing staffing challenges through employer branding Nebraska Medicine, a regional health network with over 9,000 employees, faced declining engagement and rising staff vacancies, signaling ongoing recruitment and retention challenges post-COVID-19. Leadership recognized the need to strengthen their employer brand to address these issues and sustain growth. Acknowledging the complexity of the task, the internal […]
Chicago Department of Public Health
The Chicago Department of Public Health needed more inner-city teens to get screened and treated for STIs…not an easy task
Froedtert & the Medical College of Wisconsin
https://vimeo.com/1131049631 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 […]
Why going all-in on brand or performance marketing is a mistake
It’s not brand building or performance marketing. It’s both — the question is how much of each to invest in. The tipping point is the answer.
Preparing for web 3.0: the zero-click search experience
Virtual assistants are turning internet searches into conversations. If marketers want to be part of the conversations, we need to evolve too. Dan Gemp explores strategies for thriving in a zero-click world.