Indiana University Health:
360° Brand Building

MERGE partnered with IU Health to completely rebuild their brand from overarching brand experience to detail-oriented, target-specific points of communication.

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WHAT WE DID

Strategy

Comprehensive Rebrand

TV

Radio

Print

Digital

Social

Media Planning & Buying (including programmatic)

Data & Analytics

Internal Engagement

MERGE has been a valued strategic partner of IU Health since 2010, when they challenged us to plan and develop robust integrated campaigns to launch the IU Health brand internally and externally.

Since then, our team has become an extension of the Marketing Division, working with over 20 client contacts on a diverse range of programs including brand and service line campaigns, launch and promotion of IU Health Plans Commercial, Medicare Advantage and Health Insurance Marketplace products, customer experience and internal engagement initiatives.

As a result, we’ve significantly grown the patient base, generated downstream revenue and supported the transformation of the customer experience.

BUILDING BRAND REPUTATION

TV spots, high-impact print and digital advertising feature the greatest IU Health differentiator—highly skilled physicians and the fact that over 80% of Indiana’s Top Doctors practice at IU Health.

SOCIAL INFLUENCER

IU Health executed a sponsorship program with Indy Car driver, James Hinchcliffe, to help build the reputation of the highly skilled IU Health Trauma physicians and nurses. By utilizing timely events such as EMS Appreciation Week, the anniversary of James Hinchcliffe’s crash and the Indianapolis 500, the sponsorship was able to generate over 75k engagements on social media and over 500k views of the James Hinchcliffe story video.

James Hinchcliff Social Content

Same-Day Appointments Campaign

IU Health challenged MERGE to develop a distinctive high-frequency campaign to launch primary care Same-Day Appointments and drive primary care patient growth. We accomplished this in TV and Radio via a highly memorable original song, and in print, outdoor, display and paid social with a charming and friendly creative concept that offered a new and refreshing approach to communicate a first-to-market service offering.

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Same-Day Print

Showcased carefree, joyful scenarios of individuals living their healthiest life.

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$49 Heart Scan Campaign

MERGE developed a visually disruptive campaign for $49 Heart Scans available at IU Health that acknowledged the target’s lifestyle habits in an authentic and relatable way, while also empowering the target to take action. This campaign included print, outdoor, radio and paid social executions.

Change the Play Program

In an effort to improve the health and wellbeing of children throughout Indiana, on behalf of Riley Children’s Health, MERGE created the Change the Play initiative, in partnership with Indianapolis Colts quarterback Andrew Luck. MERGE develops all associated content for the Kids Club—a monthly video and interactive content program, and the Challenge—a biannual 8-week program for implementation in the classroom.

Change The Play Video

The program kicked off with an explainer video, followed by additional ongoing video content development and production to build out the program library.

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