Case Study: Michigan Health Professionals boosts pharmacy adoption with Division of Labor

Michigan Health Professionals boosts pharmacy awareness with Division of Labor

The customer, Michigan Health Professionals (MHP), one of the largest doctor networks in Detroit, faced the challenge of changing patient and staff behavior after launching their own pharmacy. They needed to encourage everyone to stop using old, inconvenient pharmacies and instead use the new MHP Pharmacy, which offered direct linkage to their doctors and home delivery. They hired the San Francisco advertising agency Division of Labor to create a campaign.

Division of Labor implemented a unique campaign that targeted patients in waiting rooms with specific messaging. The ads were designed to nudge patients, who would then influence their doctors' behavior. The campaign successfully captured attention; while reactions were mixed, everyone noticed and asked staff about the pharmacy, effectively driving awareness and changing behavior.

Michigan Health Professionals (mhp)