CASE STUDY
Inspiring
belief to
drive growth
WORK
Partners In Primary Care
PROJECT
Brand Launch and Growth Campaign
SERVICES
PROVIDED
Brand + Creative Strategy
Media
Content
Print Production
Digital
Video Production
The need
Partners in Primary Care (PiPC) was gearing up to enter a crowded primary care market where seniors already had high physician loyalty. And the challenge wasn’t just to attract new patients, it was to build trust in a space where seniors often feel like they’re treated as a number. How do you present a brand’s authenticity when the audience is skeptical and wary? We know this industry well and did our research to reveal what seniors want—confidence in their care and connection with their providers. So we set out to establish a new kind of brand credibility for PiPC built on humanity, clarity, and measurable results.
What we did
We knew from experience that growing a brand sometimes means breaking into new territory, so we built a Senior-Focused Primary Care category from the ground up. This transformed PiPC’s model of care into a consumer movement that speaks to the lived experiences of seniors. With a tagline and rallying cry, “You Deserve Senior-Focused Primary Care”
Heinrich replaced healthcare fatigue with hope. We made PiPC’s purpose tangible and remarkably relatable through storytelling, local engagement, and omnichannel visibility. Because growth requires coordination across audiences, we blended emotional truth with data-driven precision, so PiPC could inspire action. Through a strategic media ecosystem built around empathy, education, and action, messaging met seniors wherever they were—online, offline, and in their communities through a layered approach:
- High-touch: Grand openings and community events that turned awareness into personal relationships.
- Mid-touch: Localized print, direct mail, broadcast, and content marketing to build credibility and nurture trust.
- Low-touch: Digital media and social storytelling that cultivated engagement and drove traffic online to the PiPC customized, geo-specific landing pages.
- Sales Channel Engagement: Broker and agent strategies positioned PiPC as a preferred value-based provider.
The Results
Heinrich helped PiPC evolve from a new provider into a market leader. We proved that emotionally intelligent creative delivery, backed by a connected media ecosystem, drives impactful business growth. The campaign replaced traditional healthcare marketing, which often leans transactional, with empathy-driven storytelling to make seniors feel respected and confident in their care.
Because seniors are seeking reassurance, respect, and relationships that put them in control of their health—we presented patients as the brand’s most authentic advocates. And we didn’t just help PiPC grow a business, we helped them redefine what healthcare could feel like for seniors while establishing a national model for senior-focused, value-based care.
350%
growth in center service area over five years
40%
increase in membership among top-performing providers
