Case Study: North Western Melbourne Primary Health Network helps people choose after-hours care with Icon Agency

North Western Melbourne Primary Health Network launches after-hours care campaign in 2019 with Icon Agency

North Western Melbourne Primary Health Network (NWMPHN) faced the challenge of too many people using hospital emergency departments for non-urgent medical issues after hours, causing panic and overcrowding. They appointed Icon Agency to develop a creative platform that would help individuals assess their conditions and find more appropriate care.

Icon Agency developed the "After hours care is always there" campaign, a memorable brand and creative platform designed to reassure the public and promote the use of after hours medical services via the Healthdirect app. The solution utilized a mix of outdoor, digital, social, and guerrilla marketing collateral to cut through the medical category and effectively change behavior. Icon Agency successfully launched the campaign to direct people toward better medical choices.

North Western Melbourne Primary Health Network