Convention
Practice Plus Group (PPG) are a healthcare company who operate their own hospitals and treat both NHS and private patients.
They came to us with an ambition to launch into a third ‘self-pay’ space; a newer service in which people simply pay a one-off fee for the operation they need. The big issue was the huge 'sea of same' across the healthcare sector.
The Relative Advantage Approach
We had to make a new kind of entrance, and our answer was to take a step back. We created the new Wellsoon brand from scratch. An entirely new brand in the healthcare space, conceived and produced in-house at Bountiful Cow. We now had something rare; a real entity of our own making to deploy, inform and power the touchpoints we needed.
Our aim was to challenge the healthcare industry at every turn, pick apart norms and replace confusion with clarity and a much need dose of down-to-earth.
Designed to set the cat among the pigeons, Wellsoon led with its name, and telegraphed the benefit of recovery not hospital rooms.
Visually we replaced the clinical blue and green photographs and cliched stock shots of surgeons with optimistic warmer yellows and a much more contemporary illustrative style, while our sonic strategy employed the impossibly radiant Let The Sunshine In by The 5th Dimension.
Wellsoon was launched across touchpoints from patient letters to the website, call centre scripts, advertising, social channels, and within 11 hospitals.
Advertising was hyper-targeted around the brand’s local hospitals and appeared across print, radio and social channels to generate interest and get the call centre phones ringing. And ring they did.
THE IMPACT
Call volume rose 47% as hospital bookings increased 21% during the 10-week campaign compared to the 10 weeks before launch.
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