With this particular campaign, it wasn’t just about your typical cardiovascular audience — 40+ and predominantly male. We chose to narrow in on three key audiences:

• Those who had delayed their cardiovascular care.
• Patients who had developed heart disease after COVID-19 from infection or sedentary lifestyles.
• Gatekeepers, like women, who make most of the family healthcare decisions.

Each of our three different audiences had two things in common:

1. They needed to know that ignoring their cardiovascular care is never the solution.
2. The individuals in each group had someone influencing the decision-making process.

As our research showed, we had to grab our target audience’s attention and lean on the gatekeepers, who could influence them to — finally — make their heart health a priority. To capture their attention, we created an intentionally bold campaign centered around the idea that “ignorance isn’t bliss.” We brought some humor into the mix with copy like, “You can ignore the dishes in the sink, but not your heart health.”

The Rollout. Aka, How We Got Their Heart Rates Up.

Once we had their attention, we used Health Risk Assessments (HRAs) to educate and identify new, high-risk CV patients and push them to schedule a heart screening. We executed the campaign with a fully integrated approach, using both traditional and digital media. Leveraging ICD-10 codes and prescription data, we targeted at-risk patients like those with hypertension or who were taking drugs like Eliquis.

Believe it or not, there’s more where this came from. You can download the full case study — with additional insights on our strategic and creative approaches — below.