Dodge Communications created unique themes for each campaign that resonated with the different physician groups. The objective was to encourage physicians to read more about NextGen Healthcare or to attend events sponsored by the company.
In St. Louis, NextGen Healthcare wanted to ensure that physicians knew the company was local and cared about their needs. The main event for this campaign was a webinar that focused on how St. Louis physicians could benefit from the stimulus plan and how NextGen Healthcare could help them access it. In order to give the campaign and the company a local feel, Dodge created a theme that centered on the St. Louis skyline with the Gateway Arch at the focal point of the design. Collateral, direct mail and surveys were seamlessly combined to raise awareness about the webinar and NextGen Healthcare.
In Maryland, the goal was to increase brand awareness and show local physicians how NextGen Healthcare could help with portions of the government stimulus package. The campaign centered around two different webinars to target the distinctly different physician groups in the region. The creative theme for this campaign also focused on one notable landmark, the Bay Bridge. Used in all aspects of the campaign, it gave the campaign a cohesive feel and captured the attention of the target audience.