Healthcare Marketing Report recently announced the winners of the Thirty-Fifth Annual Healthcare Advertising Awards. Mower (formerly Eric Mower + Associates) received three Gold awards in the Employee Communications Programs, Poster, and Mobile Media categories for its work on behalf of Syracuse Behavioral Healthcare and Welloh. The advertising, marketing and public relations agency also received Merit awards for its work on Welloh’s logo design, name, app icon and microsite development.
Considered the oldest, largest and most widely respected healthcare advertising awards, the Healthcare Advertising Awards recognizes outstanding work and creative inspiration in today’s sophisticated and competitive healthcare advertising field. This year, more than 4,000 entries were reviewed by a national panel of judges tasked with identifying work that exemplified exceptional quality, creativity and message effectiveness.
Mower’s work for Syracuse Behavioral Healthcare’s Patient Brokering Posters earned Gold in the Employee Communication Program and Poster categories. The Stop Treatment Fraud campaign depicts how individuals are promised resort-like conditions and successful treatment programs, but often find themselves in recently closed motels turned into “treatment facilities” designed to drain their insurance benefits. The posters warn individuals to be aware of suspicious activity before signing up and to report suspected patient brokers and their activities. The poster campaign ran statewide in New York.
“Patient brokering targets vulnerable members of our community, impeding their recovery with inadequate and ineffective treatment at exorbitant cost,” said Jeremy Klemanski, president and CEO, Syracuse Behavioral Healthcare. “The Stop Treatment Fraud posters capture the hopelessness and despair many experience after falling victim to this illegal practice. We hope raising awareness of this illegal practice helps put an end to it.”
Mower also earned Gold in the Mobile Media category for its work on the Welloh mobile app. Developed by Watchhill Solutions—a startup company that identified a growing trend of “health-sumerism”—Welloh helps users find relevant urgent care facilities, hospitals and pharmacies closet to them. Users can also view and input reviews of the facilities they visit right in the app, and receive healthcare tips and notifications.
“Changes in health insurance and the proliferation of HSAs has led to a major shift in healthcare decision making, “said Mike Ehrhart, founder, Watchhill Solutions. “Consumers are now becoming more aware of medical costs and their right to shop around for the best, most affordable care. To do that, consumers need transparency and access. Our app offers both, in the form of locations, ratings and reviews of urgent care centers closest to them, wherever they are.” Mower worked with Watchhill Solutions to create a complete identity for the app, as well as develop a new name, logo, app icon, visual identity and messaging that fully represent it.
“The name Welloh combines the two main benefits of the app,” said Kevin Tripodi, senior vice president – creative director at Mower. “People getting “well” on their own terms with an element of surprise or discovery “oh!”
Mower rounded out the Healthcare Advertising Awards with two Merit awards in the Logo Design and “Other” categories for its work on the Welloh app and its microsite development.
The microsite (mywelloh.com), which launched in December 2017, offers information from the app’s inspiring mission and vision, details its functionality, has a community-building blog, offers a video overview of the app and prompts visitors to download the app from the app store. Mower also proposed, developed and managed paid social campaigns designed to drive visitors to the site and app on Facebook, Instagram and Twitter.
“Mower’s Healthcare Specialty team is dedicated to exploring all facets of the healthcare industry and working side by side with clients to understand the mindset of patients, insurers, providers, doctors, nurses, dentist, medical engineers and administrators,” said Maggie Hooper, strategic account supervisor and team leader of Mower’s Healthcare Specialty. “We’re proud of our work and honored to be recognized by Healthcare Marking Report with five Healthcare Advertising Awards.”