ABOUT: Northwestern launched a women’s services campaign across the service regions to engage women with appropriate content and messaging based on risk and health needs at various life stages. The campaign looked to engage women at various stages of life to help drive retention and future encounters for key service lines. The campaign's goal was to engage women at various stages of life with appropriate content based on their age and priority service areas identified to drive appointment requests and retention for additional future services.

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Target Audience:

• Women, 20–80 years of age across all NM regions (Central, North, West, and Northwest)

• Commercially or Medicare-insured

• At-risk for OB, Mammography, Urogynecology, Dermatology, Orthopedics and Cardiology​

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For the campaign, two distinct creative concepts were developed: "Your Health, Our Priority" and "Embrace, Better." After selecting the preferred concept, a comprehensive suite of campaign assets was created to target different audiences. These assets included a single-fold self-mailer, postcards, email templates, and social media graphics. Each piece was carefully adapted to maintain brand consistency while addressing the priorities of Northwestern Medicine's diverse audience segments. The finalized materials supported the campaign's goal of fostering long-term patient relationships through personalized, accessible healthcare communication.