The first wave of the advertising campaign for Nebraska Medicine hit airwaves in May, focusing on overall brand and supporting efforts to raise awareness and create excitement around the opening of the Fred & Pamela Buffett Cancer Center, part of the Nebraska Medicine Cancer Network. As summer turns to fall, the second phase of the campaign kicks off today in the Omaha market.
The campaign aligns with strategic, organizational priorities focused on growing the heart and vascular and primary care service lines. As new creative launches in Omaha, marketing efforts will begin in the Lincoln regional area with messages around brand and cancer services.
The yearlong sustained marketing campaign in this secondary market will increase awareness among consumers of the Nebraska Medicine brand while encouraging individuals to seek out our services for cancer care.
“We know people are leaving the Lincoln market and traveling past Nebraska Medicine to receive cancer care outside of the state — we want to make sure patients in those areas are familiar with our brand, our capabilities and services and seek us out for care when facing this life-changing diagnosis,” said Frank Lococo, vice president of marketing and communications.
“Additionally, we have a great opportunity to expand our footprint in the Omaha market by introducing our primary care and heart and vascular networks to consumers locally.
“Marketing efforts should support the broader organizational priorities and areas of focus,” Lococo said. “Senior leadership set major goals for FY18 to strengthen our presence and grow our volumes in the heart and vascular and primary care areas and this campaign will help support those objectives.
“When we conducted consumer focus groups, a common theme was they didn’t think of Nebraska Medicine for their everyday health and wellness,” Lococo said. “We need to change that perception and make sure consumers know they don’t need to be really sick to come to us for care.”
The integrated, multimedia campaign for heart and vascular and primary care will focus on the Omaha market and features TV, radio, print and outdoor advertising, as well as, a strong presence in the digital environment with ads running across social media channels, hundreds of websites and through strong keyword searches.
To view all the campaign commercials, please visit NebraskaMed.com/advertising.