The creative and account teams of Walz Tetrick Advertising brought home gold at the 2017 Healthcare Advertising Awards for Olathe Health’s “Care Express Introduction.” The award honored the launch of Olathe Health Care Express, a convenient, walk-in clinic located in the Falcon Valley Price Chopper in Lenexa, Kan.
Sponsored by Healthcare Marketing Report, the leading publication covering all aspects of healthcare marketing, the Healthcare Advertising Awards recognize outstanding work and creative inspiration. Entries are judged on creativity, quality, message effectiveness, consumer appeal, graphic design and overall impact.
The campaign centered around research that showed busy families frequent the grocery store throughout the week and often stop to make a purchase when a family member is ill.
“Families are so busy these days. That’s the whole reason for Express Care clinics,” said Lajean Rau-Keene, senior copywriter, WTA. “We knew if we made people smile and focused on how quick and easy the clinic is, we would get results.”
Whimsical aisle signs and floor graphics targeted busy young families and older neighborhood residents, prompting grocery store customers to visit the clinic when they need care. The creative work clustered around often-purchased items and most-frequented in-store locations. For example, a sign in the soup aisle read, “A visit to Care Express will get you feeling souper again.” In the cookie aisle, a sign with a little boy on it said, “Come see us when your tough cookie gets hurt.
“We had a lot of fun with the puns,” said Kelli Oestreich, senior art director, WTA. “It’s rewarding to know that our playful signs could lighten the mood of someone who is stressed or not feeling well—and direct them towards help.
The theme continued onto the floor with large graphics. In the dairy section, one graphic read, “Nagging cough? Butter get it checked out.” Another sign near the eggs said, “We put the eggspress in care.” Campaign pieces throughout Price Chopper included window clings and conveyer belt divider bars.
“Olathe Health was wonderful to work with on this,” said Oestreich. “They understand the strategy of showing a lighthearted side to their brand while making a serious impact. This campaign truly matched the lifestyle of the Olathe Health target audience, meeting them where they are with what they need.”