Landing 3,000 new hospital patients in three months

THE CHALLENGE

Men often refuse to see a doctor or get health screenings. Societal values pressure men to act tough and never show signs of weakness or dependence. The Commonwealth Fund, a private foundation that supports research into healthcare issues, found that three times as many men as women failed to see a doctor the previous year, and more than half of all men did not have a physical exam or cholesterol test. Harvard Medical School, citing CDC data, says men get sick at a younger age and develop more chronic illnesses.

Brian Pia developed a program for Bellin Health in Green Bay to change attitudes.

THE WORK

Brian simplified how men can improve their health. He created a program that explained what men need to pay attention to in their 20s, 30s, 40s, and 50s+. He focused on fitness, food, self-exams, checkups, screenings, stress relievers, and the health issues to monitor during those age ranges. His team created a compelling website and launched TV and digital ads featuring Green Bay Packers receiver Jordy Nelson.

THE RESULTS

Brian’s program generated 3,000 new patients for Bellin Health in just three months and helped the hospital take the No. 1 market share in men’s health. The program was so successful that the White House featured it during an event to encourage men to be proactive about their health.