Ready to take a leap?Let’s talk.
For business and new client enquiries, please contact Brad Usherwood at:
busherwood@yieldbranding.com
416-565-7666
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.
As the province emerged out of COVID it left the healthcare system plagued with systemic issues that were impacting doctors and patients alike. Additionally, the next provincial election was on the horizon and the OMA wanted to ensure they had a voice with the next government in solving the health care system challenges. Yield was asked to develop an integrated brand and health care advocacy campaign that would target the public, other health system stakeholder groups and government to ensure Ontario’s doctors would be heard.
The public trusted doctors more than they trusted the government when it came to fixing the health care system problems, and government can’t ignore the voting public.
Yield led the strategic development and implementation of a multi-phased campaign strategy working collaboratively with OMA’s PR and GR partners. Our solution focused first on listening to the public by developing an online survey asking them what areas of health care needed to be fixed the most via a digital social campaign that pushed the public to a campaign website – betterhealthcare.com.
The second phase of the campaign shared the results of the survey with the people that participated as well as being used to inform the OMA’s “Prescription for better health care” report. Email, digital social ads pushed to the results on the campaign website.
The third phase of the campaign promoted the “Prescription for better health care” with the public, along with government relations activities to convince all political parties to adopt OMA’s recommendations within their election platforms. The report was promoted with digital social ads, emails to OMA’s public list driving people to the campaign website where a digital web-based version of the report lived. Additionally, we developed a report card that showcased which political parties had adopted our recommendation to influence voters.
The first phase of the campaign generated almost 9,000 people taking the survey, building OMA’s health care advocacy email list. Approximately 70- 80% of the Prescription’s recommendations were adopted by the various political parties and after the election the current government is implementing many of the recommendations. Additionally, the campaign won numerous international awards for creative excellence and effectiveness.
For business and new client enquiries, please contact Brad Usherwood at:
busherwood@yieldbranding.com
416-565-7666
Copyright © 2026 Yield Branding. All rights reserved.
