Pride+ Care
Pilot Campaign
Uplifting health care created for the unique needs of the LGBTQIA+ community.
+ messaging strategy
+ visual identity
+ omni-channel marketing campaign
Messaging Platform
Be Truly Seen.
Leveraging multiple value propositions across copy assets for effective inclusive targeting.
To resonate with a diverse set of community members, we developed a tailored set of unique value propositions, hierarchically leveraging across copy assets, demonstrating a nuanced under standing of LGBTQ+ needs.
Core Value Proposition
LGBTQIA+ Healthcare where you’re truly seen.
Secondary Value Proposition
Comprehensive
Primary and specialized care
Personalized
An experience and treatment plans that match unique needs and goals
Affirming
Non-judgmental care that is designed to support and validate each individual’s identity
Integrated
Connecting patients with valuable services and resources via Care Coordinators
Convenience
Easy access with priority scheduling, virtual or in-person, in-network with most insurance
Tertiary Value Proposition
Expert
Skilled practioners are the foundation of Pride+.
Affordability
Most major insurance accepted.
Trust
Confidentiality is ingrained in our program.
Results
Resonating with our target audience, the success of our multi-channel campaign has led to Optum expanding the pilot program to several new markets.
Total Impressions
14.4M
Average Monthly Website Traffic
23K
New Patient Acquisition
⬆️ 160%
Total Digital Ad Clicks
⬆️ 43%
agency: KNOCK, inc.
creative director: Laura Qvale
art director / Designer: Phung Banh
content director / copywriter: Molly Burke
strategy: Talia Camarena, Tessa Bulluck
account director: Paige Rae
project manager: Janelle Exell