Integrated Marketing Campaign

The experts at Northern Illinois Vein Clinic (NIVC), located in Rockford, Illinois, and
Gilvydis Vein Clinic (GVC), located in Geneva and Sycamore, Illinois, offer a variety of innovative treatment options. With the region’s highest success rates in the treatment of even the most complex vein issues, the experts at NIVC and GVC help patients enhance the quality of their lives.

With enhanced goals for regional growth – expansion of clinics and new markets – Dr. Rimas Gilvydis, NIVC/GVC’s medical director and primary practitioner, approached Chartwell Agency wanting a more customized and strategic approach to marketing and a clear understanding of, and connections with, the local marketplace. Chartwell created the new marketing campaign, Get a Leg Up on Life, coordinated advertising buy recommendations (for digital, print, radio and TV), and managed the production of two 30-second TV spots leveraging the new campaign.

The double entendre of the campaign tagline literally references and draws emphasis to the legs, the area of focus for the medical practice and improved quality of life for patients. The TV commercials each linked five scenes that transition seamlessly from one activity to another, showing people enjoying everyday life without pain.

The multi-pronged approach developed by Chartwell Agency met and exceeded NIVC’s and GVC’s initial goals. Leveraging the strategies outlined, the clinic staff has been able to share an authentic and consistent message to patients and non-patients, as well as gain further exposure, trust and credibility through various marketing activities in the Rockford, Geneva and Sycamore markets. The campaign was honored with an ADDY Award for one of the region’s best integrated campaigns.

Creating an Inspiring Concept

The Get a Leg Up on Life integrated advertising campaign is meant to be inspirational and aspirational in nature. More than a cosmetic concern, vein issues impact quality of life. This campaign encourages patients – men, women, young and old – to identify with the strong imagery of people enjoying their everyday lives. To appeal to a broad demographic, the campaign translates to all levels of activity and fitness, including hiking, gardening, playing with a child and simply carrying a laundry basket upstairs – all without pain.

The commercial spots, which included real patient input, clearly connect pain-free legs to every facet of life by linking five scenes that transition seamlessly from one activity to another, just as someone free of pain would navigate his/her day.