Doctors' Day Campaign

National Doctors’ Day has been celebrated since 1933 in the U.S. — and UnitedHealthcare wanted to recognize and honor doctors by making sure they felt seen and supported on this day, as well as every day.

In 2022, I organized an enterprise-wide, integrated marketing communications campaign for National Doctors’ Day (as well as National Nurses’ Day later in the year.) In order to achieve success, I collaborated cross-functionally across 12+ internal businesses at UHC, UHG and Optum.

The state of physician burnout meant that just saying “thank you” was not enough. Our approach was twofold:

• We offered resources and support on mental health and burnout from partners like the American Medical Association

• We wanted to lift up doctors through an outpouring of support for their work, showing the impact they have on real people’s lives

  • We did this by asking people to change their social media profile picture(s) to a custom Doctors’ Day photo badge and/or share a personal story of how a doctor positively impacted their life using the hashtag #becauseofyou on internal and external social media channels

HIGHLIGHTS:

• The campaign resulted in nearly 3.5 million total impressions and 1 million total engagements utilizing external and internal communications including earned and paid media

  • Our paid media strategy was highly-targeted to help maximize our reach in key local growth markets

  • An animated video we used across the campaign had the highest-ever completion rate (55%) for original UHC provider content

  • 250K+ email views and a 22% open rate

  • Positive media coverage in both trade and consumer channels