OCA unveils new television ad campaign
Watch the commercial now >> (WMV) or (MOV)
In May of 2011, a new OCA television ad hit the airwaves on several Canadian television networks targeting health care consumers aged 35-plus.
The ad was developed to align with OCA’s strategic goals of defining, sustaining and advancing the profession. The ad also positions chiropractors as part of the family health care team. The association’s External Relations team began working with advertising agency Anderson DDB in the fall of 2010 to establish a refined and realistic creative plan and a clear communication objective.
The resulting 30-second spot primarily targets adults between the ages of 25 and 65 who suffer or have suffered from musculoskeletal pain, with other health care professionals (particularly MDs and Registered Nurses) as a secondary target. Using a sophisticated animation technique to convey the end benefit of chiropractic care — that treatment helps people get back to leading an active lifestyle and doing the things they love — the ad emphasizes an evidence-informed approach and positions chiropractors as integral and respected members of Ontario’s health care system.
In selecting this concept, OCA conducted qualitative market research to test four different creative concepts. The goal of the research was to maximize the impact and effectiveness of the spot in clearly communicating the ad campaign’s main message. The research subjects included male and female back and/or neck pain sufferers, including current chiropractic users, lapsed users and non-users, as well as family physicians who referred patients for chiropractic care and who did not refer. The chosen concept was found to convey a meaningful and relevant set of messages in a professional, medically credible way, and its appeal spanned all patient groups (users, lapsed and non-users, men, women) as well as physicians.
“An intelligent ad,” said one of the physicians interviewed. “[It] speaks to the scientific side of it [for the] general population.”
The ad will once again be aired in a number of specialty channels in early 2013.