Athenahealth “Let Doctors be Doctors”
Healthcare is getting worse by the day. Distractions caused by computer screens, endless regulations and closed networks have made life hard for physicians and hospitals. What’s more, it’s compromised patient care. For athenahealth, the answer wasn’t to promise an easy solution. It was to satirize the problem and in doing so, let physicians know there’s a company that’s got their backs.
The effort was heralded as a major leap forward for healthcare advertising. The marketing team had this to report: “The growth we are seeing in brand health is amazing. We bumped up awareness and favorability. Folks knowing who we are AND what we offer is at an all time high.”
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