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For business and new client enquiries, please contact Brad Usherwood at:
busherwood@yieldbranding.com
416-565-7666
The Ontario Medical Association (OMA) is a membership organization that represents the political, clinical and economic interests of Ontario physicians. Practicing physicians, residents, and medical students enrolled in any of the six Ontario faculties of medicine are eligible for OMA membership. The OMA runs programs to encourage healthy living practices and illness prevention.
Ontario’s healthcare system has been under severe strain due to inadequate funding over the past decade. Inflation has surged by 25.4%, but OHIP funding has not kept pace, leaving physicians struggling to maintain their practices amid rising costs. The introduction of Bill 124 further exacerbated the situation by restricting funding increases to 1%, despite significant operational cost increases. As a result, the physician workforce has reached a breaking point, with critical areas like Emergency departments, Family medicine, and Pediatrics facing acute crises.
The Ontario Medical Association (OMA) needed a campaign to advocate for early mediation and arbitration of the next Physician Services Agreement (PSA).
When it comes to the state of health care, there’s a shared frustration among Ontarians and healthcare professionals.
Within three days, Yield came up with a powerful campaign idea, “We’re all sick of it,” which served as a way to connect the shared sentiment of fatigue and frustration among Ontarians with the challenges faced by both the public and doctors. This phrase acted as a collective launch point for the problem, highlighting the exhaustion stemming from high inflation, interest rates, and the overall increased cost of living, without blaming the government. It fostered a sense of unity, encouraging public support for the doctors and driving home the urgency for change.
The campaign was amplified through a digital strategy that leveraged social media, online advertising, and targeted content to highlight the sentiment of doctors and Ontarians towards the healthcare system. This high-impact burst of activity ensured effective penetration of the message, positioning physicians as champions of the health system and advocating for the necessary funding increases to address the healthcare crisis in Ontario.
This project puts new meaning to the notion of a rush job. Yield developed an awareness campaign strategy, creative concepts and implementation in 21 days. In just 3 days during the campaign period we generated enormous awareness of the issue with 8.8M impressions, reaching 3.4M Ontarians with an average frequency of 2.65 times. These levels of awareness, reach and engagement were achieved with a modest media budget in a very short period of time.
Also, during the 3 day blitz we drove more than 14,000 clicks including sessions to the campaign landing page, shares, follows, comments, reactions and likes all engaging and educating the public about the issue. In the coming weeks we will hear the outcome of health care funding talks between Ontario’s Doctors and the government.
For business and new client enquiries, please contact Brad Usherwood at:
busherwood@yieldbranding.com
416-565-7666
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