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CCF and Altru Health System Embark on a Bold New Era

New work focuses on innovation that puts patients first

Altru Billboard

MINNEAPOLIS (August 14, 2018) – Clarity Coverdale Fury (CCF), in partnership with 30-year client Altru Health System, launched a multimedia campaign for the brand last week. The work promotes the strategic investments in the future of healthcare Altru is making for their patients. The campaign speaks directly to a fundamental truth that was uncovered during formative research: While offering the latest technology is important, feeling genuinely cared for by a provider is the most important.

The campaign titled ‘Focused on You. Focused on the Future.’ reflects Altru’s priority to put patients first, but also invest in innovation that will help secure the region’s healthcare future. Altru is introducing new express services like same-day appointments, and a new hospital will open in 2022.

“The idea behind the new campaign is to make it clear that Altru Health System is putting patients first. The communication puts real people from Altru’s service area front and center,” said Jim Landry, Executive Creative Director at CCF.

“Through research we wanted to understand how our strategic investments were viewed from a consumer perspective. It was very clear that being cared for and not just treated delivers a superior patient experience. The ‘Focused on You. Focused on the Future.’ campaign promises patients we will do both,” said DeAnn Gietzen, Marketing Strategist at Altru Health System.

The multimedia campaign launched with a TV spot, and also includes radio, digital, social media, out-of-home and other tactics. A second TV spot launches in November.

About Altru Health System
Altru Health System is a regional-owned, integrated system with a general acute care hospital, a specialty hospital, more than a dozen clinics in Grand Forks and the region, and a large home care network. It employs nearly 200 physicians and 4,000 staff and has an annual net operating revenue of more than $549 million. As the first member of the Mayo Clinic Care Network, Altru’s providers have access to clinically integrated tools extending Mayo Clinic’s knowledge and expertise to patients.

About Clarity Coverdale Fury
Clarity Coverdale Fury (CCF) is an award-winning Minneapolis-based advertising agency that believes in behavioral change for the good. For 39 years, CCF has partnered with brands that share a desire to have a positive impact on society and the world. As a full-service agency, CCF specializes in brand planning, strategy and research, creative, and media planning and buying.

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“CCF helped us get the uninsured rate in Minnesota to its lowest in state history. That’s a positive change in my book.”

– Allison O’Toole, CEO of MNsure


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