ACAAI Time for an Allergist Pool Video

The American College of Allergy, Asthma and Immunology (ACAAI) needed a digital campaign to raise awareness among primary care providers about the value that board-certified, fellowship-trained allergists bring to patient care. As a secondary audience, they also wanted to raise awareness among consumers/patients of the value of allergist care. The centerpiece of the campaign needed to be one or more video “commercials” targeted to both audiences, so they had to speak to patients and healthcare providers without tuning one or the other out. We spoke to a number of allergy and asthma sufferers to achieve insight into their pain points, which turned out to be the multitude of physical symptoms that never seemed to go away. We determined that a celebrity spokesperson highlighting the need for relief would carry a lot of weight, but we had a small-ish budget of $1M. Attention-grabbing and entertaining, we got more bang for our buck by leveraging the video across multiple channels. We partnered with John C. McGinley, who played Dr. Cox in the Emmy Award-winning comedy Scrubs with a level of humor and intelligence we knew would fit this campaign perfectly. The video he stars in is not just funny, educational, and relatable, but credible. And dare we say it, smart enough to speak to docs on their wavelength.