The Better Way to Better
How do you meet your annual patient volume goals in 6 months? Roll out the green carpet.
Most people choose same-day care based on convenience, not quality. BPD helped Baptist Health South Florida reframe the category by transforming an ordinary healthcare visit into an experience worth choosing. The result was The Better Way to Better — a campaign that elevated perception, increased patient volume and delivered measurable business growth.
THE IMPACT
+13.2%
Year-over-year same-day care volume
534M
Campaign impressions
13.5M
Completed video views
5,045
Phone call conversions
Medical Marketing and Media Awards
THE CHALLENGE
To win in a category where nobody expects better.
Consumers rarely research same-day care. They simply need care quickly and head to the nearest location. The category had become transactional, driven by convenience instead of preference. Baptist Health saw an opportunity to change that by redefining what people should expect from a same-day care visit: They should expect better.
OUR APPROACH
Turn a routine healthcare visit into something worth looking forward to.
Instead of competing on wait times or location, The Better Way to Better: BPD repositioned Baptist Health Same-Day Care around something competitors couldn’t easily claim: an experience that feels genuinely welcoming from the moment patients arrive.
Reimagine the welcome.
We transformed one of hospitality’s most recognizable symbols into healthcare’s newest one. By replacing the traditional red carpet with a Green Carpet, we created an instantly recognizable brand asset that signaled exceptional care before patients even walked through the door.
Make hospitality the hero.
Every touchpoint reinforced the idea that outstanding medical care and outstanding hospitality belong together.
Build one connected campaign.
The Green Carpet extended across television, digital video, social media, paid search, display, out-of-home and in-location experiences. Every channel reinforced the same promise while driving patients directly to Baptist Health.
Creative activations
Our work works.
“Working with the BPD team on the Better Way to Better campaign was a highly collaborative and thoughtful process. From the outset, they took the time to understand our goals and brought strong strategic thinking to revitalizing how we market our Same-Day Care services, including Urgent Care, Emergency Care and Virtual Urgent Care.”
Jose Francisco
