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Company: ModMed, Boca Raton, FL
Company Description: ModMed is a leading health IT company that is transforming healthcare by placing doctors and patients at the center of care through an intelligent, specialty-specific cloud platform. With our electronic health records (EHR) and practice management (PM) systems, and our revenue cycle management (RCM) services, our all-in-one solution empowers specialty medical practices to do their best work.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Healthcare - Services
 Nomination Title: ModMed "Its about time" campaign
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
November 1, 2021
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 250 words used.
The COVID-19 pandemic dramatically shifted the healthcare IT landscape and how patients and practitioners connected. To highlight the challenges clinicians were experiencing, and address the new dynamics within the healthcare landscape, ModMed created the “It’s about time” campaign. The foundation of the campaign emphasized three pillars: differentiation in the market, a breakthrough approach to technology for practitioners, and empathy.
Leveraging the “It’s about time” tagline, the campaign highlights well-known challenges in the healthcare industry, including recognizing that physician’s time is limited and that for far too long, healthcare technology, like electronic health records (EHR) systems, have been a pain point for both physicians and their patients. In fact, many industry studies have linked technology like EHRs as a contributing factor to physician burnout — a phenomenon that has only increased since the onset of the pandemic.
Whether it’s a doctor who misses her son’s soccer game because she’s working late, an office administrator who eats lunch at his desk instead of taking a break, or a patient in the waiting room well-passed the time of his appointment — the campaign speaks to the concept that almost everyone has been waiting long enough to have a better healthcare experience. It addresses the simple truth that technology can transform the healthcare experience, save us time, and improve our lives. The campaign positions ModMed as a leading health IT company that is transforming healthcare and saving physicians time so they can focus on what’s most important — their patients, their families and themselves.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 233 words used.
The campaign's development centered on incorporating the three pillars as overarching creative themes and effectively implementing several key messages, including positioning ModMed as committed to innovating the experience of healthcare delivery and taking a novel approach to lead with empathy and relatability with consideration to everyone in the healthcare ecosystem. The campaign was intentionally developed to avoid the conventions of traditional healthcare advertising and the various experiences of healthcare professionals and patients.
The campaign walks the viewer through common pain points experienced during a practitioner’s daily routine. The cornerstone of the campaign is a video that balances humor with honesty, showing kids dressed up as doctors and medical professionals dealing with the realities of working in healthcare.
For media activation, ModMed leaned into all of our available media channels, both paid and owned, including digital, print, direct mail, email, social, and video. The scheduling of the campaign was carefully curated to deliver time-stamped messaging in a cadenced fashion advertising a series of five different “stories” throughout the campaign.
“It’s about time” digital ads launched in early November 2021, while the video formally launched at ModMed’s annual user conference at the end of the month. During the conference, the company also announced a rebrand from “Modernizing Medicine” to “ModMed”. Fittingly, the shorter company name is faster to say, which ties back to the campaign’s overarching theme of saving physicians time, in a symbolic way.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2020. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 113 words used.
The “It’s about time” campaign ROI was substantive and significantly bolstered customer engagement on all of ModMed’s digital platforms. Several key takeaways from the campaign’s initial launch ROI included a deeper understanding and connection with the audience and their pain points, the need for A/B testing to ensure messaging resonated, and the need for a multichannel integrated approach for mass message distribution.
In a comparison year over year (‘20 to ‘21) from the time period between November - January, the campaign increased: Product inquiries (+53%), Opportunities(+56%), the sales pipeline(+41%), wins (+22%), and bookings (+9%). Overall, the campaign achieved a considerable amount of positive audience feedback received both anecdotally and from commentary on social media.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 30 words used.
Press release: >Modernizing Medicine Shortens Brand to ModMed and Launches Timely Ad Campaign - Modernizing Medicine
Website refresh: https://www.modmed.com/hs2-modmed-its-about-time/
Video: ModMed - It's About Time - YouTube
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