Froedtert & the Medical College of Wisconsin "Fans" Campaign
Expertise balanced with compassion.
For the last 5 years, Froedtert & the Medical College of Wisconsin focused on their expertise in their “What is Possible” campaign, leveraging their academic medical center credentials. As is the case with many AMCs, “expertise” began to outpace “compassionate care” in consumer testing.
With the “Fans of Possible” campaign, our goal was to flip the conversation from a spokesperson/institutional POV to a conversation that came from the heart of patients in their own words. Personally, I will never forget interviewing these people, trying not to get choked up as they shared their gripping but also highly inspirational stories. In all, the stories of 10 different patients were used in this campaign which spanned TV, radio, outdoor, and mobile and digital as well as a microsite on Froedtert.com. The TV spot for Adrienne also received Bronze recognition at the 2019 Healthcare Marketing Awards.