Case Study: A Values Campaign Elevates Morale at a Struggling Health System
Claxton-Hepburn Medical Center’s new CEO inherited financial pressures, declining associate morale and a rival that was aggressively marketing against them. I led our agency team to help the rural health system stabilize the morale of both associates and the patients they served, I also did focus groups and research, copywriting and creative directing.
Approach: The Defender Campaign
We created multiple brand personas based on the values and gritty character of the upstate New York community, in focus groups, I realized caregivers had defender personalities, like an older sibling at the bus stop, who would protect our patients like family
The rallying tagline Tomorrow is Worth Defending, gave meaning to patients for health care and to associates about defending the hospital’s future
The internal and external campaign was designed to influence the associate behaviors that could drive better quality of care and loyalty to the system
Results
The omnichannel external/internal campaign featured dozens of tactics
Collaborated with HR to create awards and merchandise as employees proudly proclaimed and lived up to their personas
The health system’s foundation adopted the brand as having donors join “The Defender Society” to defend the community’s tomorrow
Built personas for new medical tech to stoke pride in advancement
Despite layoffs the prior year, employee engagement scores improved for the first time in years. The Defender Campaign was credited as part of return to profitability by health system leadership
I wrote this :30 second TV/pre-roll spot as part of the campaign launch based off our conversation with this real patient, all quotes across the campaign are from focus groups.
