As marketers, we know that the best campaigns are built around products or services that truly meet the needs of the audience. So when Sanford Health shared plans to announce their commitment to providing Same Day appointments in four clinical areas, we knew it was an opportunity to create a very successful marketing campaign for a service that would bring even more convenience to the busy lives of patients.
As Lawrence & Schiller was brought in to help communicate this new effort, one of the goals was to make “Same Day at Sanford” a household name. We accomplished this through the design of a graphic lock-up that would be used in all elements of the campaign, and through the consistent use of the phrase in copy. We also collaborated with Sanford Health to give the campaign a distinct look and feel that would stand out and become memorable in a crowded marketplace.
Sanford also wanted to signal to the market a bold statement of commitment to this new service. This was done through strong media impact, taking advantage of mediums most effective in summer months including outdoor, radio, network news and digital efforts. The campaign’s TV spot was focused around the idea that “Experts always tell us what can’t be done, until someone actually does it.” Same Day at Sanford shows us that barriers can be broken in health care access, and that Sanford has done just that.