Mediquant
Evict the System
The legacy system is a squatter on the couch.
Watch the full campaign · 1:22
The Strategy
Every IT department has one: the system nobody uses and nobody can switch off. In healthcare it's worse, because what it's holding is patient records, and those have to be produced on demand for years after the last person stopped looking at them. So the old system stays. It wrecks the workflow, it costs a fortune in licensing, and none of that is as frightening as the alternative. The data is too valuable to destroy.
That's the trap, and the strategy came out of it in one line: you can retire the system, keep the data, and stay compliant. All three. That's the whole product, and nobody believes it until you show them.
Four concepts went to MediQuant. Legacy systems as a mafia collecting protection money. A retirement party where the guest of honor gets walked into a supply closet instead of out the front door. A board game about escaping your own IT department. And the one they picked: Legacy Empty Nest, where the system is your 35-year-old son who just won't move out.
So the spot is a living room. Hal is asleep on the couch in a worn polo that says LEGACY, feet up on a box marked PATIENT DATA. His parents stand across the room deciding what to do about him, and Dad is holding the annual license renewal bill: $287,430. Hal is useful, and that's exactly the problem. Nobody can throw out the one thing standing between them and an audit. So they keep paying, and they keep waiting while he looks something up.
The Process
This one started with an unfair advantage: one of us spent years inside an EHR company, which means the pain in this campaign isn't researched, it's remembered. You can see it in the concepts — all four are about the same thing, which is that the system stays for reasons nobody can argue with.
MediQuant's team is the other half of why it works. They were open to an awareness play, which not every healthcare marketer is, and they understood that the job was to connect at a high level rather than explain the product. Then we fine-tuned the scripts together, line by line, until the messaging and the syntax were exactly right for the people who'd be watching.
What came out of one shoot: a 30-second Hero and two 15-second Pillars, each one a different burden — the risk of pulling the plug, the daily friction of getting anything out of it, and the renewal invoice that shows up anyway — plus two 6-second CTA spots and the photography to carry it everywhere else.
The Reaction
“I can’t think of anything that could have gone better. It was a great process.”
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“I can’t think of anything that could have gone better. It was a great process. I was so pleased with the concepts delivered. They were so fun. And there was a wide range for us to choose from. It was difficult to make a decision, which I think is a huge compliment, it wasn’t like there was one that was good and the rest were crap. They were all really good. And we had a lot of fun with it. I love that.
I think one of our biggest fears as marketers is that we jump into this huge engagement and then the ideas that we get are crap. That’s happened to me, and you’re already committed: you’ve got basically no recourse and you end up in this spiral of trying to get a company who maybe doesn’t even have it in them to do the work that you need to try to produce something that is creative and differentiating and hits the mark. And so you took the risk out of it by saying, let’s get that first part done and get your confidence that we can really do this, that we got the concept, and then you can invest the big dollars in getting it done. And that was the biggest help.”
Amy Glass VP of Marketing & Comms, MediQuantMore like this: the best B2B video ads · how we make them