In These Rooms — Agadi Studio

CREATIVE DIRECTION | media STRATEGY | marketing strategy

THE CLIENT.

Outcome Health is a point of care digital content platform that exists in hospitals, doctor’s offices, clinics and infusion centers across the United States.

THE OPPORTUNITY.

The point of care is often an overlooked but very critical and moment in a patient’s healthcare journey. It’s where they are in direct contact with their healthcare professional who’s delivering news related to their health, whether it’s positive or negative. Healthcare decisions are mostly made in this setting, which is why Outcome Health exists at the point of care. They wanted to create a campaign to market to their audiences (interested healthcare providers, life science/lifestyle advertisers, relevant content partners, patients and caregivers) that their platform exists in these emotional and important moments.

The idea for this video was to begin with a series of empty rooms in a healthcare setting. The point of care isn’t just waiting rooms.. It can be an exam room, a doctor’s office, an infusion room. In each empty room, you’ll hear different stories of…

THE PROCESS.

We began by conceptualizing different ideas and hooks to transition towards these highly emotional moments that happen in these healthcare settings. We landed on two ideas that were differentiating but didn’t sacrifice the authenticity and emotional portraits we were trying to capture. One idea was to start with a close-up of a patient showing a range of fear and excitement as you hear the click-click-click climbing the first drop of a roller coaster ride and then quickly shift to another person feeling different emotions. Finally, the camera would pull out to reveal there was no roller coaster and that these people were actually patients waiting for their doctor at the hospital. We ultimately landed on the other idea for this video which is to begin with a series of empty rooms in a healthcare setting. The point of care isn’t just waiting rooms. It can be an exam room, a doctor’s office, an infusion room. In each empty room, you’ll hear different stories of patients, loved ones, doctors and nurses. Each room means something different for everyone, and we wanted to capture all of it. After you hear their stories, you see the people associated with each room, focusing on the highly emotional moments and interactions with each other.

THE RESULTS.

We created a series of cuts of this video, teasers that just showed one of the empty rooms and different stills of the other rooms that we used on unpaid placements through Outcome Health’s social channels, instagram, facebook, LinkedIn and twitter. We encouraged the internal employees to reshare these posts on their own accounts to support with organic reach. Each of these posts had a call to action that drove to a landing page on the Outcome website with form fields to capture interested parties, and in the two weeks that lead to the official launch date, they saw 38 leads and 121 landing page visitors from interested providers, content partners and advertisers. The official launch day began with a series of paid placements on LinkedIn as well as MM&M and Fierce Pharma. We also scheduled email communications that saw 70% open rates for new subscribers from the teaser campaign, and through Outcome’s internal prospecting lists we saw 17% open rates from advertisers and 15% from healthcare providers.