Memorable results.

The Banner Alzheimer’s Institute was a brand-new facility and needed to get the word out among consumers. The objective of this campaign was to introduce the Banner Alzheimer’s Institute to the region and begin to build brand awareness and recognition for the Institute. The campaign also needed to drive patient inquiry and increase call volume for the new facility.

The Banner Alzheimer’s Institute was established at Banner Health with a remarkable mission, to “…end Alzheimer’s disease before another generation is lost.” The Institute prides itself in providing leading-edge care and treatment for patients affected by Alzheimer’s disease, dementia and related memory disorders. In addition, the clinic offers support services for families and other caregivers and many unique and rewarding study opportunities.

The campaign positioned the Institute as a place that gives help and hope to Alzheimer’s patients and their caregivers. Each ad painted a somber picture of the everyday battles someone with memory loss and their loved ones face, but quickly put a more positive spin on the situation by describing treatment options and educational opportunities. The attention-getting copy and appealing art direction made it clear that the Banner Alzheimer’s Institute offers future generations great optimism in the battle against this terrible disease.

The campaign ran from October – December. A pre/post-campaign awareness survey conducted by a third-party research group showed that among the general public, awareness went from 0% prior to the campaign, to 26% within 4 months after inception. 67% of people surveyed post-campaign believed that the Banner Alzheimer’s Institute was the “leader” in Alzheimer’s care in the area. After 2 months running the campaign, the Institute went from receiving an average of 27 calls per month, to 218 calls in the month of November alone.

In addition to the dramatic increase in public awareness and inquiry volume, this campaign successfully positioned Banner Alzheimer’s Institute as the market leader within a few months of opening.