OMA: Ontario Medical Association

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.

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1 Gold Award
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1 Silver Award
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2 Bronze Awards
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INDUSTRY
  • Healthcare
  • Associations
BRANDING TO
  • Articulate value
  • Be better understood
  • Improve corporate reputation
SERVICES
  • Advertising & promotion
  • Digital marketing & content
  • Brand & value proposition strategy
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The Situation

Doctors were becoming increasingly dissatisfied with the OMA because they didn’t feel the association was advocating effectively on their behalf with government which was impacting doctors’ livelihood. The OMA asked Yield to develop a long-term strategy that would raise the value of doctors in the minds of the public, government and other healthcare providers to accomplish several mandates:

  • Demonstrate to the government the value of doctors and that cutting their fees across the board would not solve the financial drain on the healthcare system while working with them, not against them would be the best way to solve the challenge;
  • Demonstrate to the public how doctors were best equipped to support patients through their healthcare journeys and navigate the system.
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Human Catalyst

Only doctors have the expertise and compassion to lead patients to better health.

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Our Solution

Yield did a deep dive into OMA’s previous advocacy campaigns and their outcomes as well as public opinion research about doctors and their role in the healthcare system. This uncovered several key insights:

  • Doctors were seen to be the most knowledgeable and the most trusted of all healthcare stakeholders (doctors, nurses, government) to make decisions about the future of healthcare;
  • When the OMA communicates to the public about doctors, the public are far more engaged in their messages when those stories are told from a patient perspective in an emotive, authentic and dramatic way;
  • Thirdly, we created a destination webpage where the public could engage in the fuller stories through doctors talking about their most unique and compelling patient experiences.

 

Our communications strategy focused on channels where we could tell and demonstrate authentic stories of how doctors help patients. We used cinema advertising so we could leverage the influential and emotive power of big screens & sound. Radio allowed us to utilize theatre of the mind with emotive voice performances. Thirdly, we created a destination webpage where the public could engage in the fuller stories through doctors talking about patient experience they had. All these activities were brought together under the new positioning/tagline:

Doctors. Leading you to better health.

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The Yield

While the initiative only launched in January 2020, the tracking results have been very positive:

 

  • Three-quarters (76%) described their overall reaction towards all the campaign as “very” or “somewhat” positive, across all demographics. Very few had negative reactions towards the ads. And negative views were only 5% with the remainder being neutral (19%);
  • 1 in 5 people recalled seeing the ads (UNAIDED) with radio ranking highest as it had the heaviest media weight. This was only after being in market for 3 weeks;
  • Those who were not satisfied with the system and those who had less trust in doctors said they had an overall positive impression of the ads (64% and 52%, respectively);
  • Trust in doctors rose 4% (50% to 54%) versus a similar study in Dec 2019;
  • Overall, the ads had an impact on shifting perceptions of doctors, with 44% of Ontarians saying they had a more positive impression of doctors after seeing the campaign, including 27% of those who were unfavourable towards doctors initially;
  • Additionally, member satisfaction with the OMA went up 11% since December 2019.
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