Uplifting health care created for the unique needs of the LGBTQIA+ community.
+ messaging strategy
+ visual identity
+ omni-channel marketing campaign
Opportunity
Optum and Atrius Health launched an innovative pilot program focused on LGBTQIA+ care in early 2024. Despite strong goals, the program struggled to connect with new patients. KNOCK was invited to partner on an omni-channel marketing campaign to support patient-acquisition goals and inform plans for ongoing patient care and expansion to additional clinic sites.
Insight
Pride+ Care brings together a comprehensive system of expert support for the LGBTQ+ community. KNOCK studied the specific cultural needs of this diverse and historically underserved community, and demonstrated a nuanced understanding of their unique needs and the peace of mind that comes from being fully cared for with the Pride+ Care program.
Solution
Our creative concept, “Be truly seen,” celebrated patients’ unique and full selves, and illustrated the patient understanding provided through the Pride+ Care program. Use of the “+” symbol in visuals honored the full spectrum of care delivered, while also creating a memorable and flexible visual system that could be leveraged across channels including paid digital banners, social, and program landing pages.
Results
Within the first few weeks of the campaign, weekly traffic to the Pride+ Care website increased 135% and new patient acquisition increased 2x. The pilot program has since received a green light for expansion to new markets and we have been selected to support new efforts.
Total Impressions
14.4M
Average Monthly Website Traffic
23K
New Patient Acquisition
⬆️ 160%
Total Digital Ad Clicks
⬆️ 43%
agency: KNOCK, inc.
creative director: Laura Qvale
art director / Designer: Phung Banh
content director / copywriter: Molly Burke
strategy: Talia Camarena, Tessa Bulluck
account director: Paige Rae
project manager: Janelle Exell