Symphonic Digital Drives Optum Healthcare’s Award-Winning Rebrand and Virtual Care Campaign

Optum Healthcare, a leading provider of health services, recently launched a comprehensive marketing campaign to rebrand its newly acquired clinics in Seattle and promote its innovative virtual care services. The campaign, a collaboration between Optum Healthcare, Symphonic Digital, and Hero Marketing, achieved remarkable success, exceeding key performance indicators and establishing Optum as a frontrunner in the healthcare industry.

Campaign Objectives:

• Increase Brand Awareness: Enhance recognition and recall of the Optum brand through aided and unaided recall surveys.
• Promote Virtual Care Services: Drive awareness and utilization of Optum’s virtual care services, monitored via clicks and sign-ups on the MyChart system.
• Engage Target Audiences: Increase time engaged with the brand across digital platforms, evaluated through engagement metrics such as CTR, VCR, and social media interactions.
• Generate Leads: Encourage sign-ups and usage of Optum’s MyChart system, assessed by the number of new MyChart registrations and active users.
• Rebrand and Integrate Clinics: Successfully rebrand the acquired clinics under the Optum umbrella, tracked through brand perception studies and feedback from patients and staff.

Creative Media and Strategy:

The creative strategy focused on highlighting the convenience and accessibility of Optum’s virtual care services and unified brand identity through engaging and informative content. The media strategy utilized a mix of digital and traditional media channels to maximize reach and engagement across diverse demographics.

Execution:

The campaign utilized a blend of digital and traditional media channels, including paid search, social media, programmatic display, SEO, radio, out-of-home advertising, transit placements, and addressable cable. A custom omni-channel reporting dashboard facilitated real-time performance tracking and agile adjustments, ensuring the campaign remained responsive and optimized.

The Results:

The campaign achieved impressive results, exceeding all key performance indicators:

• 33% increase in aided brand awareness of the Optum brand in Seattle.
• Nearly 197,000 impressions for the Virtual Care campaign on Meta.
• Over 1,300 clicks from the 65+ demographic for the General Awareness campaign.
• 0.26% CTR for digital display ads, significantly higher than the industry benchmark of 0.10%.
• 77% video completion rate (VCR) for the Rebrand Warming digital video campaign, surpassing the industry benchmark of 70%.

Market Impact:

The campaign had a significant impact on the market, establishing Optum as a leading healthcare provider in the Seattle area. The innovative use of an omnichannel approach and real-time performance tracking technology set the campaign apart, driving substantial consumer engagement and brand recognition.

Conclusion:

Optum Healthcare’s award-winning campaign demonstrates the power of a well-defined strategy, creative execution, and data-driven insights. By leveraging a comprehensive approach that combined digital and traditional media, the campaign successfully achieved its objectives, increased brand awareness, and established Optum as a leader in its field.

Testimonials:

“Our custom reporting dashboard transformed real-time performance tracking, enabling us to swiftly adapt the campaign, optimize spend, and maintain our competitive edge during a crucial time when providing accessible healthcare services was paramount.” – Sirha Hakk, Senior Account Director.

Symphonic Digital “This nomination is a testament to our unwavering dedication and exceptional expertise. It is a proud moment for our team and a reflection of our ability to craft strategic campaigns that deliver tangible, measurable results for our valued clients, especially in a time when virtual healthcare services were rapidly evolving,” – Dave Antil, Chief Client Officer