Horizon Health Care
Horizon Health Care serves an extremely important function to South Dakota. With clinics around the state, Horizon offers wellness exams, health care, dental and mental health services to rural areas who have less access to larger hospitals and systems.
From reservations, to small towns, to extremely rural areas, Horizon cares for diverse populations with unique needs. One of the goals of HS is to make sure we address this diversity in our campaign, video, radio, print, outdoor and digital executions as part of our health care marketing strategy. We’ve even been instrumental in guiding Horizon leadership through public relations and crisis communication events.
Campaigns for Marketing Health Services
Our recent “Motivator” campaign strategy focused on a truth we discovered about many South Dakotans, especially our more rural populations. Many don’t care to go to the clinic unless something bad happens or until they absolutely have to.
While we constantly stress the importance of regular wellness visits, child and adolescent exams, we also had to recognize the above fact. So what does motivate our Horizon audiences? Protecting those they love. Getting back to work. Being around longer for the grandkids.
Emphasizing these motivators switched the marketing strategy from “You should get this screening or exam.” to “We know you love _____ and would rather be doing ____ and here’s how to help make sure you can.” Horizon Health Care is woven into the communities they serve and every day we aim to remind those communities why they need Horizon.