From the marketing of new health “action” technology and retail urgent care clinics—to health insurance, providers, health information content, pharmaceuticals and medical devices, I’ve worked on a variety of healthcare clients. Here is just a sprinkling of the work I’ve done:
Mayo Clinic
During the summer of 2024, I helped create a launch campaign for Mayo Clinic 365 Concierge Medicine in Jacksonville, Florida.
North Dakota Department of Health & Human Services
With small budgets on state COVID-19 initiatives, we created simple broadcast, digital and out-of-home messaging promoting vaccination for the North Dakota Dept. of Health. Subsequently they extended our assignments to address child vaccinations, travel vaccinations and flu vaccinations (including a TikTok video of the governor getting a flu shot). We launched a content site for North Dakotans to get trusted health information (especially in light of a lot of health misinformation that was circulating.) We named the site KNOWTIFY, shown by the home page here, and built a whole brand around it. It can be visited here: https://knowtify.hhs.nd.gov For the Dept. of Human Services we developed promotions for COVID childcare and housing financial assistance.
MoGo Urgent Care
Another healthcare assignment, with a very different tone and approach, was MoGo Urgent Care, a new retail model urgent care clinic. They chose to use humor to break the mundane approach most health providers present. These three videos show a story of a guy named Brent, who has different urgent care experiences.
Minnesota Gastroenterology (MNGI)
For Minnesota Gastroenterology, we created a new logo and campaign to reintroduce them to the community as MNGI (pronounced minn-jee). Something much easier for consumers to remember and say than “Minnesota Gastroenterology.” — which was important since a referral is not needed to see these specialists. We created digital out of home messaging and print ads, some of which can be seen here, introducing the name change and new brand look. A little humor helped reach in this “sensitive” health category.
Blue Cross Blue Shield of Minnesota
I spent five years working in-house at Blue Cross Blue Shield of Minnesota. We launched a consumer-directerd health plan introduction campaign titled “You Rule.” Among the media channels were two bus wraps. I regret not getting images of the actual buses, but the concepts are included here: a “naked bus” and a “rollover” bus. The buses were completely wrapped, including the windows. where we inserted images of real “naked” and upside-down “roll-over” people. The “naked bus” promoted the health plan where you could choose your own doctor using the headline “When you get to choose who sees you naked, you rule” and with the “roll-over bus” the ability to roll over your healthcare dollars. The campaign won the national “Best of Blues” campaign.
Revel
Revel was a new health category brand that helped providers be more effective by utilizing data to better reach and serve their patients. Shown here is the launch home page explaining what they offer.
