Linkwell Health and Tivity Health Awarded Two Healthcare Advertising Awards

Rhea-AI Summary

Linkwell Health and SilverSneakers by Tivity Health have received two prestigious 2022 Healthcare Advertising Silver Awards for their marketing campaign aimed at engaging seniors in fitness during the pandemic. The campaign, designed to maintain social connection and fitness routines, led to a 25% increase in gym visits and doubled virtual fitness class participation. The awards, presented for excellence in healthcare advertising, recognized the effectiveness and creativity of their joint efforts to support older adults. Overall traffic to SilverSneakers.com also benefited from this campaign.

Positive

• Campaign contributed to 25% increase in overall gym visits from 2020 to 2021.
• Virtual fitness class visits doubled due to the wellness challenges.
• 42% of overall traffic to SilverSneakers.com was driven by dynamic blog content.

Negative

• None.

SilverSneakers blog and marketing campaign recognized for engaging seniors in healthy activities

FRANKLIN, Tenn., June 9, 2022 /PRNewswire/ -- Linkwell Health, the premier digital content marketing and consumer experience technology company in healthcare, and SilverSneakers^® by Tivity Health^®, the nation's leading community fitness program for seniors, have earned two prestigious 2022 Healthcare Advertising Silver Awards in the integrated marketing campaign and blog site categories. The awards recognize efforts made during the pandemic to ensure that older adults continued or restarted their fitness routines.

"Our primary focus is to engage our SilverSneakers members in healthy behaviors and one of the ways we do that is through compelling content," said Tivity Health President and CEO Richard Ashworth. "The pandemic created a challenge to keep older adults socially connected and moving. SilverSneakers partnered with Linkwell Health to design an omnichannel content strategy to support a hybrid fitness and well-being approach—in-person classes for some, and virtual for others to encourage all our  SilverSneakers members to stay active."

Together with SilverSneakers, Linkwell Health created multiweek wellness challenges that focused on the physical and social needs of members. The wellness challenges encouraged members to reboot their fitness routine, return to the gym safely, and participate in live-streamed classes while also creating social connections to keep members healthy and happy during a very challenging and isolating time.

Even during a pandemic, the challenges campaign contributed to doubling virtual fitness class visits and increasing overall gym visits by 25% from 2020 to 2021. In addition, a steady stream of dynamic, high-quality blog content contributed 42% of overall traffic to SilverSneakers.com.

"SilverSneakers had a critical business need during the pandemic and Linkwell Health built a high-quality, engaging omnichannel digital campaign that motivated older adults to maintain their fitness habits and stay socially connected during a time of intense uncertainty," said Nathan Adams, President and CEO at Linkwell Health. "Our expert-backed service journalism approach to content brings the SilverSneakers blog to life, drives engagement with critical calls to action, and encourages members to keep coming back to SilverSneakers.com."

Now in its 39^th year, the Healthcare Advertising Awards is one of the largest, longest running, and most widely respected healthcare advertising awards competitions. The awards recognize excellence in healthcare advertising, marketing, and communications and are judged by a panel of healthcare marketing experts. Winning entries are awarded based on creativity, quality, message effectiveness, consumer appeal, graphic design, and overall impact. This year, more than 4,400 entries competed for consideration.

About SilverSneakers
SilverSneakers^®, by Tivity Health, is the nation's leading community fitness program for Medicare eligible Americans. The program was founded in 1992 and is available to more than 18 million Americans through many Medicare Advantage plans, Medicare Supplement carriers, and group retiree plans. For more information, to check eligibility or to enroll in the program or sign up for a SilverSneakers newsletter, go to silversneakers.com.

About Linkwell Health
Linkwell Health is the premier consumer experience company serving health plans and health services organizations. Its team of content strategists, health and wellness journalists, and social media experts—enabled by its Healthy Living Engine technology platform—helps healthcare brands to connect with consumers and empower them to take actionable control of their health. Linkwell creates transformative content that rapidly enables health services organizations to engage consumers in real-world health conversations, while also accelerating brand awareness, acquisition, retention, and business outcomes. For more information, visit www.linkwellhealth.com.

Media Contact: Debbie Jacobson, debbie.jacobson@tivityhealth.com

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SOURCE Tivity Health, Inc.

FAQ

What awards did Tivity Health receive in 2022?

Tivity Health received two 2022 Healthcare Advertising Silver Awards.

How did the pandemic impact SilverSneakers program engagement?

The pandemic prompted SilverSneakers to implement a digital campaign that doubled virtual fitness class visits and increased gym visits by 25%.

What was the main goal of the SilverSneakers and Linkwell Health campaign?

The main goal was to ensure seniors remained socially connected and active during the pandemic.

How much did virtual fitness class visits increase?

Virtual fitness class visits doubled as a result of the campaign.

What percentage of traffic to SilverSneakers.com was generated by blog content?

The blog content accounted for 42% of the overall traffic to SilverSneakers.com.