Avita Cares

Background.

AvitaCare Atlanta is a premier primary care clinic with a mission to deliver compassionate, inclusive healthcare services to the Atlanta Metropolitan Statistical Area (MSA). With over 20 years of experience, the clinic offers a comprehensive range of services, including HIV prevention and treatment, chronic condition management, radiology, and more, all through a team of fully certified, dedicated medical providers. Following a complete rebranding and takeover, we were tasked with creating an awareness campaign to introduce the newly named AvitaCare Atlanta to the community, positioning it as a reliable healthcare provider after years of challenges under its previous ownership.

Challenge.

The main challenge was re-establishing trust in a local healthcare provider in a community deeply skeptical of medical institutions. How could we reintroduce AvitaCare Atlanta in a way that would foster trust and drive patient engagement in a market where healthcare avoidance and mistrust are prevalent?

Campaign.

The Avita Cares campaign was designed as a multi-faceted, trust-building initiative that emphasized the clinic’s commitment to providing high-quality, personalized healthcare. A key element of the advertising campaign was a series of live virtual events where community members had the chance to meet the clinic’s care providers. These interactive sessions helped establish a direct line of communication between the medical staff and potential patients, allowing for real-time Q&As that built trust and transparency.

The creative strategy centered around showcasing the clinic’s care providers in ad campaigns. These ads played a crucial role in humanizing the clinic and creating connections with the audience by emphasizing that the care providers were not just healthcare professionals, but members of the local community. This approach helped bridge the trust gap, especially in an area where healthcare institutions have historically been viewed with skepticism. By focusing on relatable faces in the ads, patients who came to the clinic later found familiar, trustworthy providers they had seen in campaign materials.

Given the layout of Atlanta’s population and its geographic challenges, ad placement was another critical component. We distributed the campaign across programmatic display ads, Google Search, and social media platforms like Facebook and Instagram. This ensured we reached our target audience effectively, especially in underserved areas where access to healthcare information was minimal.

Results.

The Avita Cares campaign, which ran from July 2023 to May 2024, significantly improved community engagement and awareness. Engagement rates increased by 246%, demonstrating that the marketing campaign resonated with the audience. We also saw a 127% increase in new users from both direct and paid searches, signaling that more people were actively seeking out AvitaCare Atlanta’s services. Social media was a standout success, with organic traffic rising by 274%, showing strong interaction and community involvement with the brand.

FIVE

In order to connect AvitaCare Atlanta to its local audience, we focused on several key touchpoints to improve the relationship between the clinic and the community. First, we built trust by fostering direct communication through virtual sessions where people could engage with care providers. We ensured the campaign was locally relevant by featuring care providers from the community, helping the audience see themselves in the brand. Our digital strategy targeted the tech-savvy portion of the population through a mix of Google Search, social media, and display ads, ensuring comprehensive coverage. Additionally, the clinic was positioned as a valuable resource for economically disadvantaged individuals by highlighting its free or low-cost care services. Finally, we educated the community on preventive care and healthcare access to break down barriers of mistrust.

ONE

At the heart of the Avita Cares campaign was a unified goal: re-establishing trust and ensuring that AvitaCare Atlanta became a go-to source for reliable, compassionate healthcare in the local community. We aligned digital outreach with personal connections through virtual events and leveraged on-the-ground presence to create a seamless experience that bridged online engagement with in-person trust.

TWO

On the local level, the campaign made a tangible impact by fostering community involvement and building a sense of connection. By showing real care providers that patients could meet both virtually and in person, we were able to build trust and increase patient referrals. AvitaCare Atlanta became a recognizable and reliable brand, creating lasting connections in neighborhoods where healthcare access had previously been limited. The campaign’s success was reflected in the significant uptick in patient engagement and brand loyalty across the Atlanta MSA.