village md
In 2023, we launched the first campaign for Village MD, a mission-based healthcare company reinventing primary care. To demonstrate what makes VMD "The New Way to Well," we needed to position VMD to both patients and doctors as a refreshingly human alternative to the current system, while reminding people what they hate about their current experience. The campaign required a friendly, accessible voice to reassure new patients, which I extended from TV ads to their website, regional OOH, a massive number of demand-generation display/social ads, CRM assets, internal comms, and explainer videos.
The campaign increased site traffic by 160% (their highest ever), doubled the industry click-through rate for social/display, and surpassed their ambitious appointment goal for new patients by 27%. The awards and accolades were a nice bonus.
AdAge Healthcare Marketing Impact Awards: Best in Show, Gold (TV Campaign of the Year), Silver (Integrated Campaign of the Year)
TITAN Health Awards: 3X Platinum Winner incl Best Integrated Healthcare Campaign
Muse by Clio: Doctors Fly Through the Air. That's a Good Thing?
Adweek: Deutsch NY Campaign for VillageMD Shows a "New Way to Well"
