OMA Innovation Video Series
The Ontario Medical Association (OMA) is a member-based organization that represents and advocates for the political, clinical and economic interests of Ontario physicians. This includes over 40,000 practicing physicians, residents, and medical students.
Industry
— Healthcare
— Associations
Branding to
— Brand reputation management
— Articulate value
— Be better understood
Services
— Advertising & promotion
— Digital marketing & content
— Brand video content
The Situation
Coming out of COVID the challenges facing the healthcare system were impacting the public’s trust levels in doctors (down 2%). Additionally, numerous primary care services/functions were being redistributed to other health care providers which was compromising the doctor’s role as the leader in the patient’s health care journey. There was a need to demonstrate how doctors are leading and innovative to improve the health care system.
Human Catalyst
The public doesn’t see the commitment and innovation of how doctors are navigating and improving the health care system.
The Solution
Yield was engaged to lead the strategic and creative development of a doctor innovation campaign. A key recommendation of the strategy was to create a series of documentary style videos featuring how individual Doctors were innovating in the health care system across different health care scenarios, particularly the ones challenging the system. We worked with OMA to identify 6 doctors who had innovation stories. Yield researched their stories as well as meeting with each doctor to understand the challenge, the innovations and the impact of their work. We pulled together a small, highly agile videography team that shot each video in one day whereby Yield directed and handled all post-production in-house keeping production costs low while maintaining a high degree of quality and control of the final product.
A digital ad campaign was developed whereby each video was released independently with ads pushing the public to a campaign landing page where the videos we hosted. We used the interest and engagement of the public to build up an advocacy email database whereby the users could provide their email to support the work of Ontario’s doctors. Additionally, earn media activities where used to further the visibility of the stories both in local markets and regional news outlets.
The Yield
The campaign has generated thousands of video views and garnered television media coverage. Through analysis and optimization efforts we significantly reduced the cost per click improving media efficiencies and reach throughout the campaign.