When The Weinbach Group won a competitive bid to serve as agency of record for the Jackson Health System, the largest public hospital system in the nation, we jumped for joy. However, before we even began our contract term, we learned that the health system's Medicare health plan required a full-scale promotional campaign in less than 45 days! What's more, the campaign required regulatory review and approval by the federal government's Center for Medicare and Medicaid Services (CMS).
Without skipping a beat, we drew on decades of managed care marketing experience to develop a campaign razor-focused on Jackson Health Plan's low-income, minority audiences. Our integrated campaign included newspaper advertising in major dailies and targeted ethnic publications, radio advertising - including gospel stations, and heavy reliance on direct mail. The campaign also utilized a novel incentive, grocery store gift cards, to encourage prospective health plan members to attend sales seminars.
Despite a super-condensed timeframe, The Weinbach Group launched Jackson's campaign on the very first day of the Medicare Annual Enrollment Period. Moreover, the effort has been lauded by Jackson the most professional and most strategic approach in the health plan's history.
Susan G. Komen for the Cure®
When The Weinbach Group was selected to handle public relations and marketing communications for The South Florida Affiliate of Susan G. Komen for the Cure®, the grassroots organization was largely known by its signature event, the Race for the Cure®. However, Komen is far more than a Race, and its impact is greatest in its own service area. In fact, 75% of monies raised by the Affiliate pay for locally-provided breast health services.
We sought to recast perceptions about Komen while maintaining enthusiasm and high levels of participation for the Race for the Cure.
With this goal in mind, our agency developed an Affiliate-wide theme, developed new key messages, and applied these messages to all communications components - including public relations and publicity efforts as well as paid and in-kind advertising.
As a result, the Affiliate saw a quantifiable increase in the number of inquiries from uninsured and underinsured women seeking breast health services. Additionally, our efforts led to increased engagement within the Affiliate's social media outlets and increased earned media coverage, particularly focused on the Affiliate's mission related services.
To Cancer Advertising Sylvester Comprehensive Cancer Center
Our client, the Sylvester Comprehensive Cancer Center, faced stiff competition from local and regional healthcare facilities in a market crowded with "me too" advertising. Every player looked the same.
Enter The Weinbach Group.
We recognized the circumstances and developed a campaign based on Sylvester's unique position as the only cancer center affiliated with a university medical school - The University of Miami. We created the award-winning "We Tackle Cancer" campaign that differentiated Sylvester, underscored its academic roots as part of UM, and capitalized on the market's deep loyalty and affection for University of Miami athletics.