we’re storytellers > enterhealth 2021

strategic orchestration of programmatic media

learning to navigate the new normal and increasingly challenging times

Enterhealth went into 2021 with hope that the pandemic would draw to a close and allow them to help people recover “normally” again. Sadly, the year only brought more uncertainty relative to “normal” life. Among other things, people were divided over the vaccines and whether it was okay to return to things like work, school, and travel. For many, another year spent working from home fed mental health and substance abuse problems, fueling a growing epidemic of people needing treatment.

thinking ahead and providing trusted advisement amidst rampant uncertainty

What we uncovered was that thanks to the protocols Enterhealth put in place at the beginning of the pandemic, and the fact that each patient has their own private room and bathroom, those who came in for treatment reported feeling safer than they did at home or work. We knew it was critical for Enterhealth to capitalize on this while still being careful about what is said and how.

So, we crafted thoughtful messaging around the latest news and information about the pandemic. Enterhealth President and CEO David Kniffen Jr. took center stage, acting as a trusted advisor and assuring people that it was safe to come get much-needed treatment.

TV and radio spots were previously refreshed about twice a year. That changed to a once-a-month production schedule to keep our messaging up-to-date and relevant to the ever-shifting dialogue surrounding COVID-19.

pivoting to speak directly to people dealing with addiction and mental health struggles

In July 2021, we produced a TV spot communicating Enterhealth as a trusted resource for people returning to work. However, as many companies decided to extend remote working and the national discussion about mental health stole the spotlight, we had to quickly shift our messaging.

We immediately pivoted to a theme of addiction as a “fight” with Enterhealth in your corner to help not just with addiction, but also the mental health issues that often accompany it. This resonated well with people sequestered at home without a support system for months – or even a year in some cases.

Near the end of the summer, it was clear that although TV worked well during the pandemic when people were stuck at home, with communities starting to open back up again we needed to shift some of our budget to other channels. Knowing that 80% of women (a.k.a. the family health care decision maker) search online first for things related to healthcare, and that the cost per acquisition is less than traditional channels, we expanded Enterhealth’s digital strategy.

TPG carefully crafted digital ads designed to reinforce the existing broadcast messaging and surround our target audience on and offline. The seed was planted through the sight, sound, and motion medium of TV, then buttressed by search ads that urged people to call or contact Enterhealth through their website.

The results? Our efforts generated close to 20% more inquires than the previous year and nearly 10% more admissions year over year.