ECH Primary Care

Millennials are more likely to have a hairdresser than a doctor. That’s absurd, but as the healthcare system continues to flounder, younger people continue to stay away until it’s urgent. And that’s a big problem.

Especially when you consider that nearly 50% of people under 30 do not have a primary care physician. So our strategy for this campaign was to remind millennials how many other people they they depend on in their lives. And to point out that many of those people are far less important than a doctor.

If you like this, you might also like our work for El Camino Health Brand Campaign

“You don’t have a doctor?”

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  • Division of Labor is an advertising agency in San Francisco. And we work with a variety of healthcare clients. But we’re not a typical healthcare advertising agency. Our campaigns are based on human insights and emotional truths, so they stand out and resonate more with people. El Camino Health hired Division of Labor because they wanted more of a boutique creative agency in the Bay Area to help them stand out in the shadow of Stanford and UCSF.

  • For this campaign, our research showed that nearly half of Millenials do not have a primary care physician. But that fact alone is not enough to build a compelling campaign. So we dug into the lifestyles of our targets and figured out that while Millenials don’t have doctors, they do have many other people in their lives that they see and depend on every day like therapists, hair stylists, dog walkers and trainers. At the same time, 30% of people over 50 don’t have a primary care physician either. But they have tennis instructors, yoga teachers, nail technicians and house cleaners. So we designed this ad campaign around that simple truth: you have so many people who help you in life. Shouldn’t you have someone that can save it?

  • Campaign performance delivered 18 million impressions and 354,000 site clicks. We can’t track information after people arrive at a healthcare website. But a nearly 2% click-through rate is two to three times above benchmarks. We’ll take that.