The New Way To Well from Deutsch New York for VillageMD

In September 2022, VillageMD tapped Deutsch NY to create a 360-marketing program including strategic positioning, identity design, a launch campaign, and employee marketing for the national provider of value-based primary care services, a $1 trillion, fast-growing segment of the healthcare system.

If there’s one thing we can all agree on, it’s that the current healthcare system is broken. It’s a system that limits a doctor’s ability to give the best care to their patients.

Our challenge is that patients accept poor quality care with significant gaps as the status quo. To get them to recognize there’s a new, better way of experiencing healthcare, we shine a light on what’s missing from the system – human relationships, warmth and understanding. Using the metaphor of a factory, Deutsch NY portrays the entire system as a complex assembly line where patients don’t get the time and attention they deserve.

Ultimately, Deutsch NY wanted to show how Village Medical is a new and different model of delivering and experiencing primary care. A deeper, more personalized doctor-patient relationship, combined with expert team coordination (doctors, nurses, and clinicians working together on your behalf), built entirely around the patient’s needs. That’s the new way to well.

“It’s no secret that our healthcare system is broken. At VillageMD, we’ve set out to transform the way that patients receive their care – and in a way that we’d want for our own family members,” said Ellen Donahue-Dalton, CMO of VillageMD. “With Deutsch NY, we created a campaign that lets patients know we have a better solution for them with personalized, coordinated care at Village Medical. We’re excited to show you The New Way to Well.”

“Today’s healthcare system is one that rewards efficiency over humanity, and VillageMD’s leadership team is rewriting the script,” said Samira Ansari, CCO of Deutsch NY. “The campaign captures the “factory-like” feel of today’s systems and compares it to a more compassionate, more relationship-driven healthcare offering that is Village Medical.”

The New Way to Well awareness campaign hopes to surface the criticality of the relationship between physicians and clinical teams with their patients in delivering better health outcomes. Patients will see it come to life through several elements, including digital, online video, social media, television commercials locally and web content.

Merge Media Group handles media responsibilities.

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Deutsch NY + VillageMD Campaign Credits:

VillageMD
Ellen Donahue-Dalton – Chief Marketing Officer
Jennifer Burns – Vice President, Brand and Growth Marketing
Mike Michalski – Senior Designer, Brand Marketing
Deutsch New York
Creative
Samira Ansari – Chief Creative Officer
Jeff Kopay – Creative Director
Liz Gumbinner- EVP, Executive Creative Director
Craig Feigen- Creative Director
Adam Glickman – Creative Director
Matt Vescovo – Creative Director
Scott Kaplan – Creative Director
Melatan Riden – EVP, Head of Art & Design
Alexandre Correa, Design Director
Joyce Shi, Designer
Limber Zhang, Designer
Integrated Production:
Miriam Franklin – EVP, Head of Integrated Production
Gillian Burkley – Senior Producer
Matt Onorato – Digital Producer
Account Planning:
Julie Kravetz – EVP, Head of Planning
Rachel Kimmel – Senior Strategist
Account Management:
Jayme Maultasch – Managing Director, Client Growth, Innovations & Partnerships
Rosemary Melchior – Account Director
Kat Gabler – Account Executive
Project Management
Jeremy Gelade – Director, Creative Operations & Project Management
Bilal Abdallah – Project Manager
Business Affairs:
Maria Taris – SVP, Director of Business Affairs
Stacy Schwartz – VP, Integrated Business Affairs
Abbie Donoghue – Business Manager
Stephanie Mikel – Associate Business Affairs Manager
Production Company:
Anonymous Content
Executive Producer – SueEllen Claire
Line Producer – James Waters
Division Films – production service company
Line Producer – Viktor Mara
Director: Patrick Daughters
Editorial: Final Cut
JD Smyth – Editor
Maria Cunningham – Assistant Editor
Laura Mirabell – Executive Producer
Sarah Roebuck – Managing Director
Telecine: Trafik
Colorist – Mark Gethin
Visual Effects/Animation/Finishing:
ArtJail
John Skeffington: Managing Director
Adriana Wong: Producer
Music/Licensed Music Tracks:
Music: JSM
CEO/CCO/Co-Composer: Joel Simon
VP/Executive Producer: Jeff Fiorello
Senior Producer: Norm Felker
Senior Producer: Andrew Manning
Producer: Sharon Cha
Co-Composer: Nathan Kil
Audio Post: Heard City
Phil Loeb: Partner/Sound Designer & Mixer
Gloria Pitagorsky: Partner/Managing Director
Liana Rosenberg: Producer