Can you spot the difference? Two of these (concept) ads were created with genAI. One is a (final) ad with real provider photography in one of our hospitals. (Hint: it's not hard to tell if you look closely.)
Why does this matter? By using a genAI-first approach to creative development in our last campaign, we were able to:
???? Save money. By the time we were ready to engage photographers and videographers, we had a clear vision of what we would need, narrowing their scope of work.
???? Use less of our providers' time. Less time in front of the camera and more valuable time at the bedside.
???? Get more accurate feedback from consumer testing since the ad concepts were closer to the finished project than is sometimes possible in the concepting phase.
Did it work? For #1 and #2, absolutely. As to #3, early results are promising with a 21% improvement in preference for the brand and an 18% increase in the statement, "I trust them with my care."
A big shout out to our creative agency partner ndm! This wouldn't have been possible without their guidance and creative vision.