FROM THE INSIDE, OUT
With a new CEO and a rejuvenated sense of purpose, Lake Regional Health System decided to take on outdated perceptions of their capabilities. And as the largest employer in the region, they understood that any shift had to begin with the people wearing their scrubs in the community.
So, instead of applying a snappy new tagline to a glossy campaign, we started by digging into the existing feelings toward the brand.
WE WANTED TO HEAR IT ALL
We conducted a series of stakeholder interviews to gather qualitative input. We talked to patients, doctors, nurses, board members and even people who vowed never to go back to Lake Regional.
Then, we translated those findings into a suite of videos created exclusively for all 1,545 Lake Regional employees. They were viewed at a series of “Culture Rallies.” These rallies became an internal launch of what would become their external messaging.
After proving to the staff that they are highly capable of delivering excellence and compassion, we needed to convince their friends and neighbors.
THIS HOSPITAL WAS BUILT FOR THIS REGION
The fact is: you couldn’t relocate even the most high-performing hospital in St. Louis or Kansas City and expect the same level of care that residents receive from this 116-bed hospital on a daily basis. Whether or not you realize it, well, that’s up to marketing.
Through TV, print, outdoor, digital and social, we spread the message that Lake Regional is beyond capable. It is explicitly built for the region, by the region.
OUR COMMITMENT RUNS DEEP
After establishing the new campaign with overarching messaging, we set out to demonstrate examples of that commitment. For example, most people in the region had no idea that Lake Regional provides athletic trainers to area high schools at no cost to the school.
LAKE REGIONAL BACKS IT UP
It’s one thing to claim commitment. It’s another to demonstrate it. Additional executions of the campaign continue to dig into specific instances and people who embody Lake Regional’s approach to quality healthcare.
THIS GOES BEYOND SERVICE LINES
From the beginning, our goal was to do more than produce an advertising campaign. We wanted to show the community that they have every reason to be proud of their health system.
AFTER 2 MONTHS IN MARKET: LAKE REGIONAL SAW AN 82% INCREASE IN SOCIAL MEDIA FOLLOWERS, YEAR OVER YEAR
See how we extended the campaign to address new challenges: