Healthcare Marketing

What We Heard

In early 2020, Trinity Health Of New England (THOfNE) wanted to highlight its major service lines, beginning with cardiovascular. We took the challenge to heart—and our creative team leapt into action and created a testimonial campaign for broadcast and digital media.

What We Did

Rather than having a patient talk about their appreciation for the care they received, we thought it would be more impactful to have a loved one expressing their gratitude. For the cardiovascular campaign, we planned to have the patient's daughter, Donatella, thank the caregivers for treating her father, Paul, allowing him to stay in her life. All parties were on board. We were excited to get started. But this was 2020, and we were closing in on March.

An initial production delay quickly became a clear need to reevaluate our concept, which had relied on filming patients and families in person. Without missing a beat, we adapted the execution to the composition of an email, allowing the viewer to watch in “real time” as Donatella typed heartfelt words to her father’s cardiothoracic surgical team. This creative approach allowed us to tug on viewers’ heartstrings while showing family videos and photos of Donatella and her dad enjoying a family vacation and other occasions.

https://www.youtube.com/watch?v=zVbdd9IPHDE

How It Went

The response was so strong, we extended the campaign across additional media, including radio and outdoor advertising. We then kept the rhythm going across multiple services lines, including bariatrics, multiple sclerosis, orthopedics and women’s health. Did we mention it also garnered a few awards? Because it did, both from the New England Society for Healthcare Communications and the Ad Club of Western MA. At the end of the day, this campaign was—say it with us—just what the doctor ordered.