2009 GOLD

HEALTHCARE, PRODUCTS & SERVICES

A NEW WAY TO LOOK AT HEALTHCARE

HEALTHPARTNERS, HEALTHPARTNERS

Donna Swartz, Mktg.-Advt. Mgr.
Shannon Klein, VP-Mktg. Comm.
Larissa Rodriguez, Dir.-Care Delivery Mktg.

PRESTON KELLY

Mark Jenson, VP-Acct. Dir.
Peter Tressel, Creative Dir.-Interactive
Laura Linn, Acct. Super.
Tom Buchok, Interactive Producer
Melody Lentsch, eMktg. Dir.

MARKETING MIDWEST

Barb Epstein, Pres.
Michelle Benson, Media Super.

Smiling doctors and smiling patients -that's all consumers saw in healthcare advertising. HealthPartners wanted to break through with its online patient services. By registering at healthpartners.com, members could access services including receiving test results and talking with their doctor online. The campaign strategically placed giant medical props around the city and unleashed a pee cup mascot. The campaign gained the most media and consumer attention in HealthPartners' history, resulting in a 48% increase in registrations.