BACKGROUND: The Health Quality Council of Alberta (HQCA) is an Alberta provincial agency that engages with patients, families, and service providers from across healthcare and academia in order improve patient safety, person-centred care, and health service quality. HQCA values engagement with Albertans of all backgrounds and, where possible, relies on empirical data to evaluate, review, and analyze information objectively, from all relevant healthcare sources.
OUR WORK: It is well established that seniors are one of the most vulnerable cohorts when it comes to patient care. Within this demographic, seniors from diverse communities are even more at risk given they may have internalised cultural expectations on how active a role they can take in their own care. Our ethnic marketing team assisted this client with omni-channel and tactic campaigns to reach seniors and their caregivers from Alberta’s diverse communities. Our work included media planning, buying, execution, and reporting, as well as strategy advisement.