Danica Patrick paces health system marketing drive

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Already working to promote awareness of COPD as a campaign ambassador with Boehringer's Drive4COPD national star-studded awareness effort, Danica Patrick has again been tapped as a spokesperson pitching health, this time in a campaign by a regional Illinois health system promoting consumer health practices.

The campaign serves as an example of a comprehensive marketing program that reaches consumers with health messages in local markets.

Patrick, one of the world's most recognizable female race car drivers, will be featured in a marketing blitz for Edward-Elmhurst Healthcare's “Healthy Driven” branding initiative, which aims to position the health system as devoted to helping patients move their health forward.

The program in coming months will include TV ad and radio commercials, full-page newspaper and magazine ads, billboards and a presence at public transportation centers and on public transportation vehicles.

Consumers will select challenges—such as changing nutritional choices, committing to physical exercise and volunteering at local charities—to help them take charge of their health at a new web site, HealthyDriven.com, where Patrick—who grew up in Roscoe, IL--will donate up to $10,000--one dollar for each challenge taken.

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