main street medica
Situation
The hyper-inflation of health care spending was deemed the #1 problem of government and business. The true cost, and wide gap in prices charged by different physicians/hospitals for like procedures, has long been a secret within the health care industry. Hospitals, physicians and insurers all worried that transparency might give away competitive advantages. Yet transforming health care, so that it behaves more like a rational market, can't happen unless consumers get access to the information they need to make informed decisions.
Phase One: mainstreetmedica.com
In an effort to proactively address this issue, Medica launched an online cost and quality comparison tool called Main Street Medica. mainstreetmedica.com went live in the fall of 2007.
With mainstreetmedica.com consumers could now compare the costs of procedures and services at hundreds of facilities. Main Street Medica was unique because it made these comparisons available to all consumers — not just Medica customers. Its primary goal was to encourage consumers to take more responsibility for their own health care.
An integrated campaign was launched via print and online advertising, billboards, bus sides, elevator wraps, skyway floor graphics and radio to help generate awareness about the inconsistencies in health care costs and directed people to mainstreetmedica.com.
Results: Main Street Medica generated lots of curiosity. The site quickly became the "go to" resource for many people seeking to become better informed about their health care. Within one month of the launch, visits to Medica’s site had increased nearly 1,000%. The cost comparison tool even landed Medica the 2008 EXCEL Minnesota Award for taking the market lead on health care cost transparency.
Radio - Colonoscopy:
Phase Two: Main Street Medica Mobile Application
Two years later Main Street Medica goes mobile as the demand for consumer health information explodes and the need to receive that information on a more immediate basis is desired. The goal is to leverage state-of-the-art technology to encourage even more consumers to engage in their own health care. This mobile application provides access to cost comparison information, in real-time, making it easier for users to make better decisions about the care they receive.
Promotion of Main Street Medica Mobile focuses on raising awareness that cost comparison information is now available when and where consumers need it most – right in the palm of their hands. The campaign launched via print and online advertising, skyway signage, TV and radio.
Online advertising:
Broadcast:
