Objective

Barco Uniforms set out to build brand awareness for its Skechers Uniforms line among medical professionals across the U.S. The audience is precisely defined and difficult to isolate through general-market media, making a channel that reaches clinicians exclusively within their workplace the efficient choice.

Strategy

Innovare Media provided a turnkey media plan featuring Barco directly to healthcare professionals, concentrating placement in the areas of hospital campuses that staff pass through daily rather than distributing coverage evenly across the facility.

Execution

Brand messaging ran in digital locations across key impact areas most utilized by healthcare professionals and staff, including cafeterias, Starbucks and waiting areas, and the employee bridges and walkways connecting staff parking to the main hospital. These are the routes clinicians travel at the start and end of every shift, delivering repeat exposure to the same qualified audience across 73 units and more than 23 million impressions.