Health Highlights
Mayo Clinic
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Mayo Clinic wanted to solidify their position as the healthcare authority and destination. While Mayo Clinic's reputation is impeccable, their value propositions are numerous, complex and often difficult for the layman to understand. On top of that, potential patients must travel substantial distance to reach clinic locations.
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Health Highlights, a 52-week sponsored content campaign (now renewed for a second year), distills leading-edge medical science into a format that’s both compelling and approachable. Each week, Health Highlights commands the back page of the Science & Health section of Sunday Star Tribune, supported by numerous print and digital ad units and the Health Highlights microsite. From robot-assisted heart surgery to healthy lifestyle plans, each topic builds the relationship between the reader and Mayo Clinic, going beyond basic awareness to define Mayo Clinic as educator, innovator, and provider.
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Six months into the campaign, a reader panel survey revealed a vast majority of readers found Health Highlights easy-to-understand, and they enjoyed the content on a similar level to editorial. Their willingness to drive increased, and Mayo Clinic saw direct action, like a sudden influx of kidney donors.
