Brand activation is a marketing move to drive consumer action and brand engagement through experiential experiences.
When you hear “brand activation,” you might picture a flashy event or a social media blitz. While those can certainly be components, the core of successful brand activation runs on crafting experiences that get your audiences to engage, sparking genuine interaction, and establishing lasting connections.
Unlike the static, one-way communication of traditional advertising, brand activation is experiential and dynamic, and is part of modern PR today. It invites participation, encouraging your target audience to become active players in your brand’s story, bringing your brand to life by allowing people to feel it, touch it, and engage with it.
Brand activation isn’t confined to consumer brands. B2B companies can use it to foster client relationships, showcase their expertise, and humanize their brand. In the healthcare sector, it can build trust, educate patients, and promote wellness initiatives.
The benefits of brand activation in the healthcare area
Amplified patient engagement and trust
Within healthcare, brand activation shifts from basic service delivery to a partnership built on trust and patient empowerment. Through engaging, educational initiatives, providers enable patients to actively manage their health.
When providers offer personalized experiences, such as health risk assessments or tailored wellness workshops, they show that they truly understand the needs of each patient which creates a community of informed and engaged people.
Enhanced public health awareness and reach
Healthcare activations can generate significant earned media value, particularly when addressing critical public health issues. Campaigns that focus on disease prevention, health screenings, or wellness initiatives can attract media attention, extending reach beyond conventional channels. Creating shareable content, such as interactive health quizzes or virtual wellness challenges, encourages organic sharing and expands public awareness.
Data-driven patient insights and improved outcomes
Healthcare activations provide valuable opportunities to a responsible patient data collection, enabling providers to personalize care and improve outcomes. Analyzing engagement metrics, such as participation rates in health programs or feedback from patient surveys, provides insights into patient needs and preferences. This data can inform the development of targeted interventions, leading to better patient adherence and improved health outcomes.
Encouraging health innovation and adoption
Healthcare activations can serve as platforms for introducing new medical technologies, treatments, and wellness programs. By providing interactive demonstrations and educational sessions, healthcare providers can facilitate the adoption of innovative solutions. This can be particularly valuable for promoting preventive care, chronic disease management, and telehealth services.
Ethical data collection
In the healthcare industry, the collection of consumer data is extremely important, but must be handled with care. By providing interactive experiences, such as health screenings, or wellness questionnaires, healthcare providers can collect very relevant information. This information can be used to provide better patient care, and to help with preventative care. It is very important to make sure that the patient understands how their data will be used, and that all legal and ethical guidelines are followed.
Best practices for high-impact activations
Planning and target audience analysis
Begin with in-depth research to understand your target crowd’s needs, preferences, and behaviors. Questions like “What are the prevalent health concerns within our target community? How do patients perceive current treatment options? What are the primary information sources they trust?” should have been embedded in your campaign’s DNA. Define your target audience segments, maybe newly diagnosed patients versus those with long-term conditions. Craft key messages that are informative but are also empathetic, addressing patient anxieties and fostering trust.
Creating immersive experiences
Crafting immersive experiences requires an understanding of patient psychology and sensory engagement. For example, rather than simply displaying medical information on a screen, consider a multi-sensory experience, like a virtual reality simulation that allows patients to ‘walk through’ a healthy heart.
You can also create stories that resonate emotionally. For instance, share patient success stories that highlight the impact of a specific treatment or lifestyle change. Use data to identify common patient anxieties and address them within your narrative. Ensure your narrative aligns with your brand values, emphasizing patient-centric care, innovation, and trust.
Navigating legal and ethical considerations
Be mindful of data privacy regulations and ensure that you are compliant when collecting and using personal data. Obtain necessary permits and adhere to any regulatory requirements. Transparency and ethical practices are crucial for building trust with your audience.
Brand activation campaign ideas
Experiential health pop-ups and wellness installations
Create temporary health clinics or wellness centers in community spaces. These pop-ups can offer free health screenings, interactive educational displays about disease prevention, and personalized wellness consultations.
For example, a cardiology clinic could use interactive projection mapping to visualize blood flow through a healthy heart versus a diseased heart, allowing visitors to see the impact of lifestyle choices.
Biofeedback installations could also be used to demonstrate the effects of stress on the body, allowing visitors to see their heart rate change in real time as they practice relaxation techniques.
Use interactive elements, like augmented reality displays of anatomical models, to enhance patient understanding. This allows for direct patient engagement, and promotes health awareness.
Interactive digital health experiences and gamified wellness programs
Develop engaging online platforms that promote healthy behaviors. Create gamified challenges focused on fitness, nutrition, or mental health. For instance, a diabetes management program could feature a mobile app that tracks blood sugar levels and rewards users for achieving their health goals.
Community outreach and social impact campaigns
Partner with local community centers, schools, and non-profit organizations to promote health awareness and access to care. Host community health fairs, educational workshops, or mobile health clinics. For example, a pharmaceutical company could partner with a local clinic to provide free flu vaccinations or diabetes screenings.
Healthcare professional influencer collaborations and educational content
Collaborate with doctors, nurses, pharmacists, and other healthcare professionals to create educational content and promote health awareness. These professionals are trusted sources of information, and their endorsements can significantly impact patient behavior.
Co-create webinars, podcasts, or social media campaigns that address certain health concerns and promote evidence-based practices. This allows for a much more targeted approach, as healthcare professionals already have a built in audience.
Hybrid patient education events and telehealth consultations
Combine in-person and virtual elements to maximize patient engagement and access to care. Host hybrid patient education events that feature live presentations, symposiums, virtual Q&A sessions, and telehealth consultations. For example, a hospital could host a hybrid event on chronic disease management, allowing patients to attend in person or remotely.
Examples of successful brand activations in healthcare
Bupa Hong Kong: "Feel Better Mental Health” Campaign
Bupa Hong Kong, a provider of health insurance and healthcare services, recognized a pressing need within their community: to address mental well-being. They understood that overcoming the stigma surrounding mental health required more than just words; it demanded action. Therefore, they launched the “Feel Better Mental Health Campaign,” designed to foster open dialogue, increase awareness, and provide tangible support.
Campaign Execution
The campaign, which commenced in October 2022 and continued throughout 2023, took a multi-pronged approach, embedding itself within community spaces, workplaces, schools, and digital platforms. Bupa Hong Kong crafted immersive experiences for their #Go4aBreak events. Public parks became hubs of well-being. Participants engaged in interactive yoga sessions. Mindfulness workshops incorporated sensory elements. Art therapy sessions offered a creative outlet for emotional expression. Group exercise classes promoted community and physical activity. Guest speakers, mental health experts, and relatable influencers enlivened these events. Weekly webcasts shared professional advice on managing anxiety and stress. Short videos, featuring real-life stories, humanized mental health struggles. Interactive card games sparked conversations in schools and workplaces. They also launched a recognition scheme for employers who prioritized mental well-being, and the Bupa4Life app provided digital tools for self-care and professional consultations.
Community Engagement and Results
Bupa Hong Kong effectively reached diverse audiences through tailored strategies. The #Go4aBreak events provided direct, experiential engagement, enabling active participation in well-being practices. Social media campaigns, partnerships with educational institutions, and family-oriented events engaged youth and families. Workplace programs and the employer recognition scheme engaged professionals. The campaign successfully reached broader media coverage and accessible online resources. In numbers, their social media campaigns reached over 5 million people, and the Bupa4Life app achieved over 50,000 downloads. Over 10,000 individuals participated in community events and workshops, and over 200 companies joined the recognition scheme. Surveys indicated a significant increase in mental health awareness and a reduction in stigma.
GE Healthcare: "Healthcare Re-Imagined" Campaign
GE Healthcare, a figure in health technology, was determined to redefine industry norms by advocating for “early health.” This strategic shift emphasized preventative measures and early detection, rather than solely focusing on late-stage disease treatment. The campaign aimed to broaden public awareness of GE’s diagnostic technologies, extending beyond their traditional business-to-business focus, and to establish the company as a leader in healthcare transformation.
Campaign Execution
The campaign was launched during the 2006 Winter Olympics, featuring a significant activation in New York City’s Times Square. GE Healthcare implemented a diverse strategy. Interactive billboards showcased user-generated health stories, while a photo studio provided visitors with themed photo opportunities. The “Heart Ride Experience,” an immersive simulation of a journey through the human heart, highlighted the importance of early detection. Complementary media initiatives included television advertisements during the Olympics and print placements in major publications. Street teams engaged with the public, encouraging participation in the campaign. Strategic partnerships with organizations like Broadway Cares/Equity Fights AIDS and a comprehensive digital activation, including a global Yahoo homepage takeover, further amplified the campaign’s reach.
Community Engagement and Results
GE Healthcare successfully engaged a broad audience through these interactive experiences. Consumers participated in the “Heart Ride,” photo studio, and online platforms. The campaign’s reach extended to theatergoers and international audiences. Quantitatively, the Times Square activation alone garnered over 15,000 participant stories. The digital campaign, bolstered by Yahoo homepage takeovers across key international markets, drove significant traffic to the “Picture a Healthy World” website, reaching millions globally. Furthermore, GE Healthcare observed an increase in inquiries regarding their diagnostic technologies from both consumers and healthcare providers. Qualitatively, the campaign successfully repositioned the company as a proponent of preventative healthcare, enhancing brand awareness and fostering consumer trust. The campaign was recognized for its innovative approach in bridging the gap between business-to-business healthcare solutions and consumer engagement.
GE Health Cloud Launch
GE HealthCare, a global innovator in medical technology and diagnostics, sought to introduce a transformative digital solution to the healthcare industry. With offerings spanning medical imaging, ultrasound, patient monitoring, healthcare IT, and pharmaceutical diagnostics, GE HealthCare aimed to empower healthcare providers with tools to improve patient outcomes, reduce costs, and enhance efficiency. The launch of GE Health Cloud was a significant step in this direction, designed to establish a leading cloud-based healthcare IT platform.
Campaign Execution
The launch campaign centered around the Radiological Society of North America (RSNA) Annual Meeting in Chicago, Illinois, from November 27 to December 2, 2016. GE HealthCare established a prominent booth presence, offering live demonstrations of GE Health Cloud and highlighting its key capabilities, such as data analytics, remote collaboration, and application integration. Executive presentations were delivered to industry leaders, analysts, and the media. Key features showcased included the platform’s ability to analyze large datasets, facilitate seamless case sharing, and integrate third-party applications through a dedicated app store. To foster collaboration, GE HealthCare launched a developer challenge, providing developers with APIs, SDKs, and other resources. A comprehensive digital marketing strategy included a dedicated website, social media promotion using the hashtag #GEHealthCloud, and educational webinars.
Community Engagement and Results
GE HealthCare engaged audiences through hands-on demonstrations, expert presentations, and collaborative opportunities. Real-world applications of GE Health Cloud were showcased, and interactive demos allowed healthcare providers to experience the platform firsthand. The developer challenge invited third-party contributions, fostering a sense of community and innovation. The campaign resulted in significant media coverage, increased website traffic, and heightened social media engagement, boosting GE HealthCare’s brand awareness as a digital health innovator. The campaign generated numerous inquiries from healthcare providers, leading to early adopters and pilot programs. Relationships with third-party developers were established, resulting in new applications for the platform. GE Health Cloud was successfully positioned as a leading platform for healthcare data analytics, collaboration, and application integration, differentiating GE HealthCare from competitors in the healthcare IT market.
Fortis Healthcare: "Live After You Leave" Organ Donation Campaign
Fortis Healthcare, an integrated healthcare delivery service provider, recognized the critical need to increase organ donation awareness. The “Live After You Leave” campaign was created to address this need, employing emotional storytelling to encourage individuals to consider organ donation. The campaign’s primary objective was to inspire action and increase the number of organ donation pledges.
Campaign Execution
Fortis Healthcare utilized video and visual mediums to share stories that humanized the process of organ donation. These stories focused on the impact of organ donation on both recipients and donor families. Public pledge drives were organized to provide individuals with the opportunity to sign up as organ donors. The campaign used digital platforms to share these stories and encourage online pledges.
Audience Engagement and Results
By presenting real-life stories, Fortis Healthcare connected with the audience on a deeper level. Individuals were inspired to take action and share their pledges through online channels. This sharing contributed to increased awareness and furthered the campaign’s reach. The campaign generated positive public response and encouraged open discussions about organ donation. The campaign showed a measurable increase in organ donation pledges. The impact of the campaign was visible in the number of individuals who registered as organ donors and the increased public dialogue surrounding the topic. Fortis Healthcare successfully increased public understanding of organ donation.
Huggies: "Meeting Murilo" Campaign
Huggies, a global brand under Kimberly-Clark, focuses on providing baby care products. Recognizing the profound emotional journey of parenthood, Huggies quested to create a campaign that touches on a deeply personal level. The “Meeting Murilo” campaign aimed to bridge an emotional connection with consumers, showcase innovation and reinforce brand values of care and support.
Campaign Execution
Launched in Brazil in May 2015, Huggies collaborated with medical professionals to create a 3D-printed model of an unborn baby, Murilo, for his visually-impaired mother, Tatiane. Ultrasound images were used to generate a detailed 3D model, which was then brought to life using 3D printing technology. The emotional journey was captured in a short documentary film, showcasing Tatiane’s experience of “meeting” her unborn child through touch. The film, professionally produced and emotionally compelling, was distributed online through YouTube and other video-sharing platforms, and promoted via Huggies’ social media channels. Huggies also engaged in media outreach, sharing Tatiane and Murilo’s story with news outlets and parenting blogs worldwide.
Community Engagement and Results
The campaign achieved significant audience engagement through its emotionally resonant story and innovative approach. The story of Tatiane and Murilo fostered a strong emotional connection with the Huggies brand, and the documentary film went viral on social media, generating millions of views, shares, and comments. The campaign elicited overwhelmingly positive sentiment towards Huggies, with widespread praise for the company’s compassion and innovation. The campaign increased global brand awareness and reinforced Huggies’ commitment to inclusivity and support for all families. The campaign also received numerous awards, including recognition at the Cannes Lions International Festival of Creativity.
Reference
Marketing Interactive. (n.d.). Bupa’s mental health campaign in Hong Kong. Retrieved from https://www.marketing-interactive.com/bupa-mental-health-campaign-hong-kong
Carvertise. (n.d.). Best healthcare advertising campaigns. Retrieved from https://carvertise.com/best-healthcare-advertising-campaigns/
AuntMinnie. (n.d.). GE makes big data play with GE Health Cloud launch. Retrieved from https://www.auntminnie.com/imaging-informatics/enterprise-imaging/is/article/15613764/ge-makes-big-data-play-with-ge-health-cloud-launch
GE. (n.d.). GE launches ‘Healthcare Re-Imagined’ marketing campaign with new television, print, and web ads. Retrieved from https://www.ge.com/news/press-releases/ge-launches-healthcare-re-imagined-marketing-campaign-new-television-print-and-web
