Docs who care (really).

GIVING DOCTORS A VOICE FOR BROWN & TOLAND PHYSICIANS.

With big-box corporate healthcare systems dominating the marketplace, Brown & Toland needed a campaign that displayed their personalized approach to care. I captured B&T doctors in the community with their patients’ personalities on full display. The campaign line: Care. Where You Are.

The campaign connected across touch points to build awareness for Brown & Toland; from TV, to digital, to social, to out-of-home. We also overhauled the Brown & Toland website to align with the campaign, accentuate the brand, and streamline the user experience.

The campaign proved effective:

• Increased time on site (+24% year over year)

• Decreased cost per landing page visit (-13% year over year)

• Total site traffic increases (+31% year over year)

• Increase in ad clicks (+141% year over year)

Beyond the ad campaign, I worked with Brown & Toland to develop Physician Philosophy videos and educational Q&A content to recruit HCPs to the group, introduce new patients to their doctors, and establish B&T as leaders in each field of medicine. One such example (HIV Q&A with Dr. Cafaro) is featured below.