Launching a New Era in Personalized Care.
Rosecrance Therapies represents a new approach to care with tailored programs and convenient access.
The Challenge
As an extension to its holistic continuum of care, Rosecrance wanted to launch a new service line sub-brand that offers the most personalized level of care in the Rosecrance Behavioral Health Network.
First, Rosecrance must inspire confidence as an accomplished provider of mental health services, with expertise beyond substance abuse and addiction treatment.
Secondly, we had to overcome the misconception that Rosecrance is largely a provider of care to people on state-funded insurance.
Our challenge was to leverage Rosecrance’s legacy as a trusted care provider, but differentiate the sub-brand to encourage people to perceive Rosecrance in a new and elevated way.
The Opportunity
By providing easy access to care where clients live, work, and play, Rosecrance Therapies treats clients with a holistic, connected approach.
Rosecrance Therapies is designed to meet people where they are, literally and figuratively. The omni-channel campaign capitalized on the promise of a high-touch, personalized approach to care that reflects people’s lifestyle and life choices.
The fully integrated campaign launched with radio, OOH and boosted social. Clinician testimonials provided the social proof to capture prospect leads across Facebook and Instagram.
Benefit-based ads and longer-form consideration videos were shared across Youtube, Facebook and Instagram.
Prospects captured via rosecrancetherapies.com provided quality leads for sales follow-ups.
53% increase in website traffic over the last three years
25% increase in private inquiries FY22
27% increase in private insurance inquiries for Rosecrance Jackson Centers FY22