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HealthPartners Launches New Ad Campaign
Giant specimen cups, pills, and syringes, take to the street
May 19, 2008
Bloomington, Minn. – HealthPartners today launched a new ad campaign designed to break the mold of Twin Cities' healthcare advertising. HealthPartners calls the campaign which promotes its online patient services, "A New Way to Look at Healthcare." The campaign includes unconventional billboard, radio, Internet, viral advertising, and "spectaculars" – giant props of common health care items such as tongue depressors, swabs, syringes, pill capsules and specimen cups, placed at locations throughout the Twin Cities. HealthPartners turned to Twin Cities advertising agency Kerker & Associates Inc. to create the campaign. Click here to see a campaign preview.
Breaking the mold
"In today's crowded marketplace, consumers are overwhelmed by the sheer volume of advertising aimed at them," said Larissa Rodriguez, HealthPartners director of care delivery marketing. "When we reviewed other health care advertising we found many similar, unremarkable ads. We decided to do something unique and fun that would create a buzz and get people talking."
HealthPartners also commissioned two campaign mascots: Petey P. Cup and Pokey the syringe. Both mascots will appear throughout the Twin Cities over the summer. Petey P. Cup has a presence on Facebook and YouTube.
"We know our patients want to interact with us online and the first step is to get them to take notice and try our services." said Kevin Palattao, vice president of patient care systems for HealthPartners. Available on healthpartners.com, online patient services allow patients to use a computer to schedule an appointment, view medical records, get same-day test results, refill prescriptions, print immunization records and consult with a doctor. HealthPartners set a goal of enrolling 40 percent of HealthPartners clinic patients for the services by the end of the year.
Note to editors and producers: Kevin Palattao, HealthPartners vice president of patient care services, Peter Tressel, creative director at Kerker Advertising and Petey P. Cup will be available for interviews on Mon. May 19 at 9:30 a.m. next to a giant specimen cup prop at 330 First Ave. North in Minneapolis.
Giant Prop Facts
Manufacturer:
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Atomic Props, St. Paul |
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Pill capusle
7' tall, weighs 225lbs. |
Locations: |
Metrodome Plaza Minneapolis 5/19-6/2
270 Lyndale Ave. S. Minneapolis 6/3-6/16
2310 Como Ave. St. Paul 6/3-6/16 |
Syringe
10' tall, weighs 200 lbs. |
Locations: |
Metrodome Plaza Minneapolis 5/19-6/2
34 Lyndale Ave. S. Minneapolis 5/19-6/2
117 Washington Ave. Minneapolis 6/3-6/16
1580 Grand Ave. St. Paul 6/3-6/16 |
Specimen cup
7' tall, weighs 400lbs. |
Locations: |
330 First Ave. N. Minneapolis 5/19-6/2
4505 Nicollet Ave. S. Minneapolis 6/3-6/16
2045 Marshall Ave. St. Paul 6/3-6/16 |
Tongue depressor
6'11" tall, weighs 40 lbs. |
Locations: |
All HealthPartners Clinics metro area |
Cotton swabs
7'1" tall, weighs 65lbs. |
Locations: |
Rotating through HealthPartners Clinics metro area |
File folder
5'tall x 6' wide, weighs 35lbs. |
Locations: |
Rotating through HealthPartners Clinics metro area |
About HealthPartners
Founded in 1957, the HealthPartners (www.healthpartners.com) family of healthcare companies serve more than one million medical and dental health plan members nationwide. It is the largest consumer-governed, nonprofit health care organization in the nation, providing care, coverage, research and education to improve the health of members, patients and the community. For the third year in a row, HealthPartners is rated one of the best commercial health plans in the nation by U.S. News & World Report, NCQA's "America's Best Health Plans 2007" and is ranked "Highest in Member Satisfaction among Commercial Health Plans in the Minnesota-Wisconsin Region" by J.D. Power and Associates.
Contact: 952-883-5223
Cell: 612-613-4527
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