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athenahealth Ad Campaign Exposes How Tech is Plaguing the Healthcare Industry

athenahealth's new ad campaign, "Let Doctors Be Doctors" adds a touch of humor to a serious issue. The campaign just launched in an effort to expose the issues and obstacles created by electronic health record systems (EHRs), which are not only failing to improve the connection between patients and doctors, but ultimately distracting doctors from their true jobs.

In the notoriously "play-it-safe" industry of health IT, this marketing campaign is bold and disruptive, featuring a series of digital, print and radio spots with a strong social media component. athenahealth also created an LDBD microsite which has already received an outpouring of support from leading industry experts, providers and doctors - including a fantastic EHR rap parody video from ZDoggMD, mocking the current role technology plays in healthcare, (below after the credits).

Client: athenahealth
Agency: Ari Merkin LLC
Creative: Ari Merkin
Executive Producer: Clair Grupp
Producer: Jessie Hoyt
Production Company: m ss ng p eces
Director: Patrick Sherman
Executive Producers: Brian Latt, Ari Kuschnir, Kate Oppenheim
Head of Production: Dave Saltzman
Line Producer: Steven Steiner
DP: Marten Tedin
Production Designer: Gary Matteson
Consulting Physicians: Jordan Ditcheck, MD, Patrick Amar, MD
Editorial: Butcher Editorial
Editor: Teddy Gersten

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