CLIENT
Highmark Health
Dana Allwein, Lead Marketing Strategist
Cindy Donohoe, Chief Marketing Officer
Craig Riner, Sr. Vice President, Strategic Marketing
Megan Guido, Digital Marketing Analyst
Debbie Crawford, Director, Marketing Strategy
Heather Popelka, Senior Marketing Strategist
Michael Puck, Lead Marketing Strategist
Cristan Strus, Director, Marketing Strategy
Tim Donovan, Manager, Video Production
Amber Matisz, Senior Marketing Strategist
Tim Cohrs, Director, Copywriting
Kelly Dennin, Digital Strategist
AGENCY
Karen Cathel, EVP, Executive Creative Director
Anthony Karagosian, Senior Writer
Raun Young, Associate Creative Director
Pete Spender, EVP, Brand Leader
Shelby Rauen, SVP, Brand Strategist
Melissa Zelinski, VP, Brand Leader
Greg Kort, Senior Producer
Doug Thomson, Print Production Supervisor
Assembly
Brunner
SUMMARY
AHN was at a significant perceptual deficit in quality of cancer care, but perception did not reflect reality. To connect with the people of western PA and distinguish AHN from its much more well-established rival, we launched a campaign of hope focusing on cancer as curable for you. We couched the necessary technical assurances for cancer treatment in a campaign celebrating survival. In just over a month, AHN narrowed the perceptual gap from 25 to 15 pts, and grew patient volume significantly.
