According to a 2016 stat, an estimated 85% of hospitals still rely on pager devices for communication. It seems that despite the technological advances of the 21st century, doctors everywhere are still using pagers. And now, thanks to Cigna, pretend doctors are too. The TV Doctors of America are turning on their pagers and going on-call, to remind everyone to go see a real doctor in for their annual check-up. Thanks to state-of-the-art pager technology, anyone who might forget could call 1-833-PAGE-DOC to set up a check-up a reminder they’re sure to remember. One from a famous TV Doctor.

The number went up all across America: out of home, online and in social media. And a month later, people who called received a pre-recorded message from one of the TV Doctors of America, reminding them to go see a real doctor for their annual check-up.

For year two, anyone who might forget to schedule their check-up could easily page one of the TV Docs by contacting 1-833-PAGE-DOC to set-up a check-up reminder. Callers would hear a pre-recorded message from one of the TV Doctors and, a month later, receive a pre-recorded callback reminding them to go see a real doctor for their annual check-up.

On the launch day, TV Doctor Patrick Dempsey shared the number to his millions of fans on Facebook and Twitter. And with mobile banners and Facebook posts, we created click-to-call units that made paging the TV Docs a simple click away for our biggest fans.

We further promoted the number with animated out-of-home placements in Cigna's key target markets: Atlanta, Chicago, Dallas, and New York. In addition to a heroic ensemble lineup, we created individual boards for each TV doctor, and a helicopter cinemagraph to stop commuters in their tracks.

We created a rich mobile experience that doesn't involve a screen. In today's world of texts, tweets, and DMs, we got people to do something that some haven't done in a long time – pick up the phone. To date, the Page A Doc hotline has received nearly 3000 calls, with 23.5% of people calling back multiple times to get their favorite TV Doctor on the line.

We used Cigna's Veterans hotline, which also launched in 2018, as a benchmark for mobile ad units. The TV Doctors of America showed a stronger click-to-call rate, at 141% the CTR of Veterans hotline ads.

Across all media, the campaign has generated 38.9 million impressions. More importantly, we got people to take the first step toward a healthier lifestyle. Over 17% of callers scheduled a reminder to go for their annual checkup.