Kennedy Health Alliance provides a single point of access to all the care a family needs, teaming primary care physicians, specialists and support professionals. So rather than using the familiar technique of touting the accomplishments of their award-winning physicians, we spoke consumer to consumer. Striking a confident, personable tone unique in the category, we put the patient first.
“I’m not a doctor” challenged the market to question their choice of primary care physician. The goal was to use the Kennedy Health Alliance network of doctors to feed the pipeline for Kennedy’s three hospitals.
Building a loyal customer base is not about who’s aware of your brand, but who believes in it. Feels an attachment to it and chooses to make it part of their lives. When you give people that compelling reason to become active participants in your brand, they’ll put their money where their heart is. Even when somebody else whistles. That’s true brand participation. The difference between a customer and a brand’s best friend.
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