Back in 2014, Excellus BlueCross BlueShield came to us with a serious health issue affecting Rochester: medication adherence. Since then, the Silver Anvil Award-winning “Take as Directed” (TAD) campaign has made significant positive changes in the health of our community. Most recently, the Excellus BlueCross BlueShield campaign was featured as the cover story in the January Healthcare Marketing Report, a leading national healthcare industry publication. “Working Hard to Get Patients to Take their Medications” recognizes the importance of medication adherence and the local success of our collaborative campaign.
At Roberts, we like to #MakeChange—and this campaign did just that. Launched in 2014, the campaign and its mascot, a super hero pill bottle named “TAD,” increased medication adherence awareness in the Rochester community from three to 15 percent. We worked together to mitigate the negative effects of non-adherence, which, according to the report, include wasted medications, poor health and added medical expenses.
Through our print, outdoor and radio advertising between February 2014 and May 2014, Excellus BlueCross BlueShield found that familiarity with the term “medication adherence” in Rochester increased by 18 percent. These results showed significant positive change in our community, but there was still a need to go even further.
A second wave of the campaign rolled out in the summer of 2015, adding television, digital and cinema advertising to its tactics.
One of these digital tactics discussed in the article includes the TAD web page, which educates users on medication adherence and offers solutions to common reasons for neglecting prescribed medications. Despite common excuses like, “I forgot,” “I can’t afford them,” or even, “I don’t need them,” the report recognizes there is “no justifiable reason for not taking their medications as directed in the dosage and timing their provider wants them to do.”
The future is bright for health advocacy in our area, and we want to thank our client Excellus BlueCross BlueShield for working with us on an insightful, effective and change-making campaign.
You can learn more about the Excellus BlueCross BlueShield and the TAD campaign by visiting their website at www.excellusbcbs.com!