The campaign strategy was based on four fundamental elements of effective marketing communications – awareness, understanding, interest and preference. With these cornerstones in mind, the Lizards launched the campaign "Choose Wisely. Choose Well. Choose Scripps." As a result of the campaign, Scripps' physician referral service saw a 47 percent increase in calls. Overall objectives with built-in metrics included increasing Brand preference for Scripps, convincing health care decision-makers to choose a health plan with access to Scripps facilities and physicians, and increasing traffic to Scripps' physician referral service and Web site. ©2007 Red Lizard Creative