VillageMD launched the "New Way to Well" campaign, which aims to portray its Village Medical clinics' holistic way of providing care as a contrast to the mainstream healthcare industry that "can feel like a factory," according to an Aug 7 report from MM+M.
In the ad, an assembly line of physicians provide care to patients in seconds before they are pulled away to the next patient. When a physician attempts to remain with a patient for a longer period of time, red lights begin flashing and the assembly line grinds to a halt.
"We are trying to reach the consumers who need the healthcare system to be more than just a transactional episodic system," Ellen Donahue-Dalton, chief marketing officer of VillageMD, told MM+M.
Targeting older patients with chronic illnesses who specifically benefit from a holistic approach, the campaign is meant to be sympathetic toward both physicians and patients within a "broken system," Ms. Donahue-Dalton said in the report.