HAVE THE PATIENTS NUDGE THE DOCTORS.
Doctors sometimes have a hard time changing behaviors. Messages to patients helped encourage the switch to MHP Pharmacy.
Waiting for doctors is a fact of life. Might as well give the patients something to read while they wait.
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Michigan Healthcare Professionals had started their own pharmacy network with locations in each of the MHP locations. But the staff and the patients were still getting their perscriptions filled at their old pharmacies forcing them to drive out of their way, wait in lines and pick up perscriptions by hand. The MHP pharmacy is linked directly to their doctors and perscriptions will be delivered and waiting for the patient at their door. Division of Labor is an advertising agency in San Francisco that specializes in healthcare adverting that doesn’t look or sound like traditional healthcare advertising. The boutique creative agency came up with some unique ways to get attention from patients and the staff.
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The campaign has a unique tne of voice in that the messaging that hung inside treatment rooms spoke directly to the single patient sitting in the room waiting for their doctor. Division of Labor is an ad agency in San Francisco that creates campaigns based on honest human insights. And we’ve all been in that room, waiting for the doctor, looking around and reading anything we can. So the campaign speaks to that insight. And people liked it and people didn’t like it. Which is exactly what we want. Some people found the messaging funny and disarming while others found it odd and different. But either way, people paid attention and asked the staff about the pharmacy.
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Besides being one of the top advertising agencies in San Francisco, Division of Labor also holds the unique distinction of being the only advertising agency in San Francisco whose family runs MHP. So, nepotism.