May 12, 2021

Healthcare

Let’s start by getting to know you a little better. Tell us about yourself.

Hi! I’m Siera. I graduated from Georgia Tech, but I am not an engineer. I wanted to be a biology major, but I was terrible at chemistry, despite the fact that my dad is a chemist. We had a guest speaker in one of my college courses, Lisa Galanti a leader of a local Atlanta ad agency, and her presentation convinced me that advertising was the career path for me. She helped me get my first internship, and I have been on the agency side of things ever since.

What’s something you love to do?

I love to read and travel to really scenic destinations. My husband and I went to Tuscany and it’s definitely one of the most beautiful places that we’ve visited. We stayed at a winery where I was able to sit and read overlooking a valley with a glass of wine, incredible.

What’s your favorite place?

My favorite place is the library – I really love the library – the smell, the quiet and of course the books. I love books – not audiobooks, or e-books, but physical books.

What do you love about the job?

I like solving problems for brands – I like solving people’s problems, generally speaking. I’ve been fascinated with branding since I was young and love being able to find creative solutions to brand’s biggest (or smallest) challenges.

If you could do anything besides what you are doing now, what would you do professionally?

I’d be a photographer so that I could travel and photograph. I went to a performing arts high school, and was a ballet dancer for 17 years. Creativity is a part of me. Growing up, I took photography classes and I just loved it. I find the dark room and developing film very therapeutic.

What is the last thing you binge-watched?

I am ashamed to admit I watch a lot of TV. My biggest binge watch was Law & Order: SVU – all 490 episodes. On this trip, I’ve been binge-watching “Girlboss,” and I’m re-binging “the Handmaid’s Tale” right now.

What’s your favorite book?

“Pride & Prejudice.”

If you could live in any sitcom, which would it be?

“Parks and Rec.” I see a lot of myself in Leslie Knope and I find it really funny. I’m not nearly as enthusiastic as Leslie, but I think I have as much drive as she does.

Are you a listener or a talker?

Listener. I’m very introverted. As a kid, I was really quiet in social settings and wouldn’t talk a lot, but it was because I was observing and taking everything in. Afterwards, I would tell my parents about all of the things I had heard and seen, and they would be surprised about the number of things that I saw that they didn’t notice.

If you had to eat one thing for the rest of your life, what would it be?

Tacos – because you put anything in a taco.

What’s the scariest thing you’ve done for fun?

We went whale-watching in Vancouver right before the pandemic. It doesn’t sound scary, but I’m terrified of whales. We were in more of a little motorized raft than a large boat, so it was pretty scary for me.

What’s your favorite children’s story?

“Lilly’s Purple Plastic Purse,”because she wears red boots, and I had red cowboy boots growing up, so I thought that we were the same.

If you had an extra hour of free time every day, what would you spend it doing?

Sitting in the sun with my Labradors, probably reading or drinking a glass of wine.

Why Schaefer?

I chose Schaefer because of the people. Everyone that I spoke with seemed like good humans, which you think would be the norm in most organizations, but it’s not. Throughout the interview process, every interaction I had was positive. The people here are fantastic.

Our client TimelyMD approached Schaefer needing a new website that would help sell their telehealth services. After beginning the project, we discovered an opportunity to refine their market position to thrive and earn unimaginable results.

Goals:

  • Create a website with a modern look that performed better to aid in the sales process
  • Demonstrate to higher-ed clients how TimelyMD can aid in student retention
  • Appeal to decision-makers in higher education and attract students and providers

Taking a Clear Stance in Remote Healthcare

In the world of remote healthcare, most brands take a broad approach and treat general audiences. To help TimelyMD rise above their competition, we sought to differentiate the brand from the rest of their competitors. After intense discovery and research with the client, we discovered that no brand in the remote healthcare space is focused on treating the entire student – mentally and physically. TimelyMD offers mental healthcare in addition to their primary healthcare services, whereas most remote healthcare companies don’t provide comprehensive care that covers overall health.

Timely MD COVID Response

To reinforce their commitment to student-focused telehealth, TimelyMD partnered with colleges and universities and worked with them on how best to serve their students during the Covid-19 pandemic. This willingness to partner with colleges and universities has been critical to their recent surge in growth and success and represents yet another key brand differentiator for TimelyMD.

Communicating a Focused Position

A refined position is only as good as the messaging that communicates it to the world. To illustrate the benefits of TimelyMD, we sought to amplify the brand name and their goal of supporting the health and wellness of students so they can focus on what matters—thriving.

Timely MD Homepage by Schaefer Advertising

Ultimately, we decided to pursue the concept “Time to Thrive” to demonstrate that TimelyMD helps students thrive in their physical and mental health while they’re at school. This represents a stark shift in the generic telehealth space, where most brands are marketing images of sickly students looking at their phones rather than enjoying their health. We wanted to reinforce that TimelyMD’s care leads to happier, healthier students, which creates thriving colleges and universities.

Building a Functional Multipurpose Platform

We began this project with the goal of building a functional website that performed better with an improved look and user experience. Before diving into web design, we sought first to understand who the primary audiences were and how they would use the site. Our research revealed that the primary users were school administrators, decision-makers, medical officers, and students. Each uses the TimelyMD site differently, so we had to balance their unique user experiences in the new website to satisfy strategic objectives for each. We designed different pages for each of the specific audiences that use the TimelyMD website to better connect with those users and satisfy their queries.

Timely MD Verticals

To improve the site’s functionality and user experience, we simplified the navigation and created more calls-to-action and displayed them prominently on each page. The simplified navigation and clear CTAs help focus the user’s journey into a desired action and made contacting the staff at TimelyMD far simpler. We also introduced better filtering capabilities to make it easier for any user to find the information they need more effectively. The final result is a website that is easy to navigate for different users and one that is more effective at delivering the right content and connecting users to the staff at TimelyMD.

Timely MD Newsroom Filtering

Results

  • Created a new website
  • Created new messaging
  • Guided the client to successful, student-facing digital targeting 
  • Established visual style
  • Organized their site so three distinct audiences could navigate with ease
  • Increased conversion opportunities

Let’s start by getting to know you a little better. Tell us about yourself.

I moved around a lot growing up, so I was always around different people and environments. It was tough having to leave my friends and make new ones in school, but I think that has somehow contributed to me being a bit more open-minded and forced me to seek to understand people.

What’s something you love to do?

In a nutshell, I enjoy learning new things and immersing myself in different challenges in the things that I do. Things like researching and deconstructing a skateboard trick so I can learn it quickly, trying a trick over a different obstacle, finding new tools to make working on my car easier, learning new guitar chords, the list goes on and on.

What’s your favorite place?

Denver – I love the scenery, the people and the atmosphere.

What do you love about the job?

I love that you get challenged in many different aspects throughout the day.

If you could do anything besides what you are doing now, what would you do professionally?

If I can’t design, then I’d go back to shooting photography full-time.

What is the last thing you binge-watched?

Stranger Things 3 – it’s been a while since I’ve watched TV though.

What’s your favorite book?

“Feck Perfunction” by James Victore. It touches on many topics, but embracing your peculiar traits and getting rid of your inner perfectionist as a creative were the two that really resonated with me. I also enjoy Victore’s writing style—very raw, direct and concise.

If you could live in any sitcom, which would it be?

Parks & Rec because of the many hilarious personalities.

Are you a listener or a talker?

I’m a textbook introvert, so definitely a listener in most situations. However, I’m often mistaken as an extrovert since I’ve learned to break the mold over the years, but I still need time to recharge.

If you had to eat one thing for the rest of your life, what would it be?

Burgers 4 life.

If you had an extra hour of free time every day, what would you spend it doing?

I’ve been meaning to make more time to read, so I’d dedicate it to that.

Why Schaefer?

There’s a great balance here of camaraderie and quality work.

Any words of advice?

Always seek to venture outside of your comfort zone, and view obstacles as opportunities in disguise.

February 9, 2021

Let’s chat about adherence

The changing global landscape is driving more and more patients to seek options for remote care. For Epiduo® Forte Gel, the changing healthcare environment opened up an opportunity to create a compelling, digital way for them to understand their acne treatment options. In order to strategically position Epiduo Forte Gel ahead of its competitors, a chatbot was implemented on the brand’s website that encourages patient engagement and prescription adherence through medically and legally compliant content.

Goals

  • Motivate patients to ask their doctor for a first-time Epiduo Forte Gel prescription
  • Encourage prescription adherence
  • Cultivate increased web audience engagement with the target audience: teens that suffer from acne
  • Differentiate Epiduo Forte Gel in the competitive acne market

Chatbots in Healthcare

Chatbots present an excellent opportunity for healthcare brands to maintain healthy communication with patients. Market-wide, there are just over 1 billion searches for health information performed on Google daily, and 20 million patient and HCP digital conversation sessions per day, according to Google Health. Put simply, there is a growing market to provide patients a digital avenue for quick text conversations to understand vital information about their options. Furthermore, chatbots allow patients to quickly get the information they need and greatly reduces the time needed for a human to handle any given query, saving countless hours and thousands of dollars year over year. 

Our Role

Beyond implementing the new chatbot, we also provide ongoing chatbot metrics (or measurement) to gain better patient insights that help us better communicate with patients. By monitoring chatbot engagement, we are able to personalize the patient experience, improve the conversation streams and identify more opportunities to increase patient engagement.

The Conversation Tree of Conversion

When we began developing the Epiduo Forte Gel chatbot, we knew that it had to maintain compliance before it would ever get off the ground. So, we partnered with Conversation Health, a conversational AI platform that is purpose-built for the life sciences industry and sets the standard in terms of accuracy and compliance with medically-trained taxonomies, data sets, NLP and technical stack. Together, we worked to create a button-driven chatbot that adhered to appropriate parameters, a challenge many free text-based bots face when it’s time for legal/compliance review. 

We designed the in-bot conversation around two key paths of the prospect funnel. At the top, general acne education and awareness. At the bottom, Epiduo Forte Gel education and follow-up consultation with a healthcare provider. This allowed us to gently move a prospect down the funnel from awareness to action regardless of their stage in the lead nurturing process.

Results

  • 5,000+ engagements in Q4
  • More than 1,100+ unique sessions in Q4
  • A majority of users opted in to provide feedback via a survey following bot usage
  • Most users rated the app usefulness as 5 out of 5 
  • More than 72% of users indicated they would speak with their doctor about Epiduo Forte Gel

Looking Ahead

Chatbots are here to stay – in healthcare, entertainment and countless other industries. As utilization continues to grow, they will play a vital role in lead generation. This mechanism will also facilitate important doctor-patient conversations and shift valuable time that would otherwise be spent in patient care. The Epiduo Forte Gel chatbot continues to engage more patients with acne education and encourages prescription compliance and adherence every single day.

When it comes to oncology, medicine has advanced in big ways. But the business side of running an oncology practice hasn’t kept up. In the age of automation, back-office operations are often tedious, siloed and completed manually. Factors that contribute to misused resources and the growing cost of cancer care. That’s where AC3 comes in. 

AC3 is a practice intelligence platform that harnesses the power of data to improve the quality and speed of back-office work. Allowing doctors and staff to trade paperwork and process for a more meaningful purpose—caring for patients. With care being core to their business, the real obstacle was creating an identity that lived up to AC3’s cutting-edge capabilities as well as their impact on patient care.

Bringing Care Into Focus

Cancer is humbling and, most importantly, human. So the branding had to communicate the function of a tech-driven product in a very human way. In addition to a visual identity, AC3 needed a way to talk about themselves to a more public audience. We developed positioning that helped define who they are. And rooted it in the real-world, analog benefits doctors and patients experience. Productivity, revenue, quality of care, this platform gives doctors the ability to do more. A lot more. 

For the mark, we took a nod from the company’s namesake—Advanced Cancer Care Centers—and aligned it with the platform’s ability to improve operations within a practice exponentially. We let positioning guide design and the result was meaningful. 

With any tech-based product, there’s a concern around sharing proprietary imagery—a challenge we faced when representing the product in a tangible way. Rather than showing the software itself, we focused on the moments AC3 makes possible.

Schaefer is proud to have been recognized by Medical Marketing and Media as “Best Place to Work” in 2020. In a tumultuous year marked with uncertainty, we are truly humbled and energized by the recognition. It is the result of tireless work done by the entire agency, lead by the vision and guidance of our Healthcare team. We couldn’t be more grateful for the recognition.


From the winners announcement article by MM+M.

In a year when the workplace has been upended, the prioritizing of company culture and staff matters to a greater extent than ever before. The results of our third annual review spotlight the best small, midsize and large agencies, along with life sciences support firms, as rated by those who know them best: the employees themselves.

Schaefer Advertising

Never before has Schaefer’s mission to “Make Life Better” been more important to its employees than right now. From vital healthcare assistance (the company waived testing and hospital fees related to COVID-19), to an emergency cash fund for bill pay in the case of a spouse or family member being laid off, staffers say they have felt “seen” and “supported” from the very start of the pandemic.

In an effort to increase communication and boost morale, the company instituted virtual work anniversary celebrations on Zoom with heartfelt tributes from colleagues, and a daily “silver lining” email thread where one team member shares a positive experience from their quarantine and then chooses which colleague goes next.

While almost all Schaefer staffers shared their immense appreciation for how “fully transparent” their company president has been, through his efforts to send daily update emails and to reassure the team no furloughs or layoffs would take place, it was his turn as ice cream man that really garnered accolades.

Despite the fact that many employees live between 40 and 150 miles from Schaefer’s offices in Fort Worth, Texas, the company’s owner personally delivered pints of ice cream from a local artisanal creamery to every employee to thank them for their hard work during these difficult times. A gesture welcomed by all as “an incredibly unexpected and much-appreciated surprise.”

Survey Stat

Schaefer Advertising had 31 responses — the most in its category — and was one of the highest-scoring agencies for the answer to “Responded quickly and decisively to ensure employee productivity was unaffected as much as possible.”

Surgeons have many procedural options when caring for patients, and treating glaucoma is no different. Despite the numerous procedures and tools available for ophthalmologists, they each have the same goal: to treat their patients most effectively.

So, when OMNI® launched their new 2.0 device, which has functional advantages over other similar products on the market, we had to communicate the benefits this new device had over its competition.

An Evolved Device Needs an Evolved Campaign

Efficacy is what uniquely sets OMNI apart from other glaucoma treatment options available to surgeons. Beyond efficacy, the new OMNI device provides patients with a more acceptable risk level, addressing all three points of the conventional outflow pathway. While other procedures and devices focus treatment on a single point of resistance. The OMNI Surgical System allows surgeons to treat all severities of open-angle glaucoma, empowers them to intervene in combination and standalone procedures, and provides surgeons with the ability to treat glaucoma with versatility. All of these product advancements ultimately empower surgeons to treat their patients with a more efficacious approach with confidence and provide patients with a higher level of ocular treatment. 

It’s All About Efficacy

OMNI’s brand awareness is strong and based on a functional message that resonates with ophthalmologists, cataract surgeons and glaucoma specialists. But we needed to evolve their position from function, that was established during the first generation of the device, and move into a more benefit-driven message that emotionally connects surgeons to their patients. To achieve that, efficacy had to be brought to the front and center of the campaign messaging. Additionally, we had to communicate that no other device addresses all three points of resistance in the conventional outflow pathway. 

The concept, “Go for Three,” alludes to taking a three-point shot in basketball. It puts the ball in the hand of the surgeon and empowers them to make the choice. This tagline nods to the new OMNI device being the highest-scoring option available on the market, and encourages surgeons to choose the option that is better than the rest. Why settle for a 2-point layup when you have a wide-open shot at a 3-pointer? This active metaphor was a way to invigorate and engage the target audience with something unique in a crowded device market and simply position OMNI as a shot worth taking. 

OMNI Go For Three campaign - Landing Page-Animation

Results

  • Reached an all-time high in sales
  • Accelerated the brand in a very successful direction
  • Made a huge splash in the industry, even amid the Covid-19 pandemic
  • Evolved campaign expanded into a sales aid, educational materials, website, and into more multi-media placements

When the pandemic began, the UNT Health Science Center embraced its position as a leader in our community by providing a singular source of uplifting and empowering content. This culminated in coviddayxday.com serving as the center of the UNT Health Science Center’s covid-19 campaign. We knew that we had to engage a wide audience and convince them to adopt new, healthy behavior practices to meet the campaign’s goals and keep our community safe. Sounds hard, right? It is – but reaching the right audience with the right message can be done through thoughtful strategy and nimble responsiveness. 

Goals

  • Generate community awareness of the coviddayxday.com website in Fort Worth, North Texas and beyond
  • Drive meaningful traffic to the new coviddayxday.com website
  • Encourage optimism and empowerment through reliable information

Meeting Audiences During the New Normal

Reaching audiences during a pandemic is tricky for numerous reasons, the largest of which is that people’s normal day-to-day routines have been overhauled, which makes reaching them difficult with traditional targeting strategies. So, when we began laying out a paid media campaign for DAYxDAY, we had to be creative and think about how to capture the attention of our audience in their new normal. Furthermore, we needed to communicate our message to English – and Spanish – speaking audiences that make up the bulk of North Texas’ demographic composition.

For general targeting, our strategy was adjusted for the lack of commute time where we would normally distribute content and re-tooled to focus on reaching audiences in-home. That meant leveraging Pandora and smart speakers to get media in front of people working from home. We also partnered with reputable news sources in North Texas for paid media, which elevates the trustworthiness of our content. To reach Spanish-speaking audiences, we used the same tactics and leaned into Spanish-speaking news partners as platforms to run paid media. 

Reliable Information

When we began the DAYxDAY campaign, one of the primary goals was to cut through the noise and provide consistent, reliable information that was rooted in science and verified to be a best practice for community health. While framing the content pillars, we asked ourselves “what kind of information would be most helpful to our target audiences?” After ample deliberation, we chose five pillars under which we’d publish and contextualize our website content: News, Tips, Community, Well-Being, and Health Experts. Each of these pillars represented a different scope of information that could help inform and uplift our community in the face of disinformation and the harsh reality of life-altering quarantine protocols.

To fill up our content buckets, we reached out to community health and news partners to provide a steady stream of topical, up-to-date information. In addition to partner content, we created organic articles that were based on thoroughly researched subjects that were reinforced with trending search traffic.

Adjusting in Real-Time

Navigating the ever-changing world of covid-19 – from evolving health protocols, to shifting rules on social media and search engines, and understanding new clinical study updates – made this campaign particularly challenging. However, there was nothing more difficult than adjusting to the shifting regulations on social media to boost our campaign messaging. Shifting social regulations meant that we had to be nimble and responsive to the latest updates and incorporate the ambiguity of the restrictions into our paid and social media strategies. Throughout campaign implementation, we had to adjust our boosted messages so they adhered to the latest regulations on that specific platform, but still communicated the points we needed to convey.

Results

  • Over 12.4 million media impressions served
  • Over 1.4 million people reached through social channels
  • Over 166,800 pageviews registered
  • Over 118,400 unique website visitors
  • Email, display advertising and paid social media performance each greatly exceeded industry benchmarks

Audience Engagement isn’t Rocket Science

Providing useful content to a receptive audience will almost always return quantifiable gains. Through careful market research and detailed audience targeting, we were able to exceed the healthcare industry benchmarks for each of our analytical KPIs. Through it all, we not only exceeded expectations, but we also held true to the goal of empowering an informed, optimistic response among the North Texas region. When your mission is to Make Life Better, these results make us all humbled to play a role in changing minds. 

Building a brand from the ground up is an exciting opportunity and challenge for our team. In this case, the branding needed to reflect the ground, the air, and the ether. The Medical Innovation District (MID) in Fort Worth started out as a disconnected/amorphous physical footprint, an energetic entrepreneurial community, a rich density of medical professionals and patients, and a vision for the future. Altogether, Medical Innovation District was a vision of possibility, so, when they called Schaefer to help name and brand the organization, we entered into an intense discovery process to help clearly communicate the purpose of this local innovation hub. But, can you build a brand from a vision and a mindset? 

Goals

  • Generate awareness for Fort Worth’s Medical Innovation District by highlighting differentiation and a cohesive identity and opportunity in Fort Worth
  • Name, brand and launch district to cultivate direct conversations with key targets and attract them to Fort Worth

Strategy

From the outset, we wanted to find a path that spoke to entrepreneurs and innovative brands, striking the right balance to attract established healthcare companies and industry disruptors alike. We began strategizing the branding and positioning for MID by holding in-depth interviews with the internal stakeholders of the organization and community. We also wanted to incorporate the proximity to a dense healthcare employment cluster as a benefit of the location, which helps nurture local collaboration. Establishing the MID as a place where people collaborate and innovate solutions was critical to the final branding and positioning.

Refining the Brand Name to Reflect Purpose

When approaching any brand identity, it’s important to carefully listen to the client so that their industry-specific knowledge is pulled through to the final product. For the Medical Innovation District, that meant refining their purpose and clearly communicating it with a unique name. Specifically, the client wanted to get away from the term “Innovation,” which is oversaturated in the marketplace and does not illustrate the process behind innovation, which is the result of constant iteration. So, we looked at the core of innovation and saw a path to an answer: iteration, which is the process of constant improvement and at the heart of innovation. 

We chose iter8 as the new brand name for MID. iter8 directly reflects the process by which ground-breaking ideas are created: through constant testing, fine-tuning and evolution. Furthermore, the name more accurately communicates the purpose of iter8’s position in the market and community.

Marrying Entrepreneurship and Healthcare

When we began branding the MID, we wanted to focus on bringing to the foreground the opportunity for entrepreneurial development to attract healthcare anchors, which are at the center of medical innovation. Positioning iter8 in Fort Worth as a place to pioneer new ideas in healthcare is a natural fit because Fort Worth is a place that pushes the boundaries of what is possible and creates new doors to open. At the heart of Fort Worth and iter8 is a maverick’s spirit, so we positioned iter8 as a brand that creates new frontiers in the healthcare landscape by fostering innovative ideas powered by community and collaboration. 

Results

  • Unique and ownable name and identity
  • New launch advertising materials and website to centralize contact with key targets

Make Life Better

You can build a brand from a clear vision of the future and an innovative mindset. For iter8, that mindset will enrich the community of Fort Worth for generations to come. Fort Worth is our home, and it is rewarding to work for a client that helps position the city as a leader in local innovation and drive creative and scientific thought leaders to our great city.

Cancer. The word is enough to halt most in their tracks.

It is a disease that affects us all and we will each witness someone live with during our lifetime. This biological villain seems to be impossible to vanquish completely. But sometimes our heroes need us to help support their mission, to rise up as a community and prove that our collective efforts can result in a greater impact than any individual endeavor. This is exactly the purpose of the Moncrief Cancer Institute Report to the Community: to connect individuals with the community they help and empower more people to join the fight against cancer.

Every four years, the Moncrief Cancer Institute produces a Report to the Community that educates the public about their latest advancements in cancer treatment. The goal of the report is twofold: to generate awareness about preventive care and access to cancer treatment, and encourage donations, so that they can better serve their patients and community – because when we all fight, we fight for all. 

People are at the heart of the Moncrief Cancer Institute and it was important for us to highlight the real people that are at the forefront of our society’s battle against cancer. Each person in the report features a community partner, volunteer, UT Southwestern / Moncrief physician, caregiver, and past or current patients. The report brings to light the personal stories of cancer patients and survivors and illustrates how Moncrief has helped individuals living with cancer and established itself as a premier resource in the global fight against cancer. 

The Moncrief Cancer Institute Report to the Community is a vitally important article that inspires hope in the face of a constant uphill battle. It encourages communal support and raises money for survivor services and early screening for those that would not otherwise have access to care. In short, it inspires everyone in the community to take a stand against cancer. Because if we face it together, we can end it together.