American HomePatient (AHOM) is one of many companies that deliver supplies to obstructive sleep apnea patients. The small target audience in this category makes it a challenge to deliver positive marketing ROI with DTC advertising. In addition, patients are generally satisfied, so it is hard to get them to switch. AHOM needed to efficiently break out from the pack and give patients a reason to pick them.
183 Strategic Solution:
183 developed an attention getting branding idea to maximize response. 183 turned to a spokesperson who knew a few things about the evening hours. An owl became the AHOM advocate and an instantly ownable brand icon, giving AHOM a unique tone of voice and point of difference.
The idea was executed in a :30 second spot vs. one or two-minute commercials to cut media costs by more than ½ vs. competition. The detailed information that others pay for with TV dollars was put on video on the landing page to make the program even more efficient.