Aussie actor Gyton Grantley lends his voice in new Calvary eHealth spot via Jepson Media

A 30 second TVC to encourage residents of the ACT and southern NSW to register for a free eHealth record will begin this week featuring the voice of Australian actor Gyton Grantley with animation, production and design by Townsville company Jepson Media.

WATCH THE SPOT

The spot, undertaken by Calvary eHealth on behalf of the Australian Government through the Department of Health and Ageing, builds upon print and direct mail executions by Canberra’s Addcolour Digital and is based around the positioning statement ‘Your eHealth record grows with you’.

Marketing communications consultant Andrew Heslop, who created the Calvary eHealth brand and also wrote and directed the commercial, says it is the culmination of work which began three years ago.

Says Heslop: “In 2010 Calvary Health Care ACT, on behalf of our parent company the Little Company of Mary Health Care group, won the Australian Government tender to roll out the personally controlled eHealth record system across the region, as one of 12 national test sites. When the national system went live in July 2012 we had been working closely over the preceding two years with our key partners ACT Medicare Local, Southern NSW Medicare Local, ACT Health Directorate, Southern NSW Local Health District and The Pharmacy Guild of Australia to get the implementation right – and so they have been integral to our success. It’s their knowledge and experience which has made a huge difference in reaching both clinicians and consumers with information about how the new system enhances patient care.

“One of the key creative challenges we initially faced was the number of logos which needed to be included in all of our materials. But by activating the four coloured folders in the eHealth record logo as holders of key information about the system including how to register, it solved our initial problem in delivering the collateral needed to support our activities. When the opportunity arose recently to transition this work to TV that initial work really paid off.

“We chose the slogan ‘Your eHealth record grows with you’ because it helped us in our narrative with consumers that as the system is new there will not be a lot of information immediately within the record, aside from their historic data Medicare already holds on prescription medication and doctors’ visits. But, over time, as patients have more interactions with doctors, specialists, hospitals and pharmacies it will grow to become a very useful tool to assist them in managing their health care, and the health care of their family, wherever they are in Australia.”

Above and below the line executions for the campaign have included regional press, direct mail, prescription folders, in-hospital signage, meal tray liners, vehicles and other promotional materials. It’s the consistency in approach which Heslop says has delivered results with Calvary eHealth leading consumer registration nationally by population, with the campaign now also being used as a benchmark around the country.

Says Heslop: “Across the ACT and southern NSW there are now more than 30 000 residents with an eHealth record, and that’s growing every day. To be honest there isn’t one single element that has been the critical element to what we have achieved, but the direct mail campaign to more than 80 000 Calvary patients at our two private and one public hospital continues to be the gift which keeps on giving. It has created enormous awareness which has made it easy for our teams helping people to register because many already know what an eHealth record is.

“We’re just really pleased that our campaign has resonated so strongly so quickly. It’s evidence that consistency delivers.”

The tvc is booked to screen over coming weeks on Prime7 shows including Sunrise, The Morning Show, Better Homes and Gardens plus a Place to Call Home; during WIN News with supporting press across Fairfax Regional Media titles.