WORK
LAKE REGIONAL HEALTH SYSTEM
COMMITMENT ALL THE WAY THROUGH
Lake Regional’s first ambulance was a borrowed hearse. The first service line was a tourniquet and a ride to the nearest city. As the population exploded, the hospital expanded to meet the needs of its neighbors. Today, over thirty locations and 100 providers testify to the original investment made by the doctors who brought healthcare to their hometown
TV
PRINT
OUTDOOR
DIGITAL
SOCIAL
RESEARCH
MEDIA PLANNING
STRATEGY
REPORTING
THEN VS. NOW
A CAMPAIGN TO MATCH
The commitment was there from day one. But perceptions lagged far behind the growing capabilities of the system. Patients who had a bad experience a decade ago needed a reason to trust the advanced technology and expertise the hospital added.
WALKING THE TALK
It’s one thing to claim commitment. It’s another to show how and why this health system is unlike any other. Fortunately, examples presented themselves down every hallway and gravel road throughout the region. From there, we built a campaign architecture that allowed us to tell specific stories of commitment across all media.
CAMPAIGN ARCHITECTURE
OUR COMMITMENT TO SCHOOLS
Our first example demonstrated how Lake Regional provides free athletic trainers to area high schools. We showed off the trainers in TV. We leveraged their stories in social media. And we brought it home in outdoor, print and display.
OUR COMMITMENT TO CANCER CARE
OUR COMMITMENT TO HEART CARE
OUR COMMITMENT TO ORTHOPEDICS
OUR COMMITMENT IS EVERYWHERE
“THIS CAMPAIGN TRANSCENDS OUR MARKETING EFFORTS. OVER THE LAST FIVE YEARS, IT’S BECOME PART OF WHO WE ARE. AS A RESULT, OUR PATIENTS’ EXPECTATIONS ARE HIGHER. AND OUR PROVIDERS ARE DELIVERING ON OUR PROMISE.”
—
JENNIFER BETHERUM
VP MARKETING AND COMMUNICATIONS
BEYOND ADVERTISING
The editorial visual style and matter-of-fact writing underscore the heart behind the messaging. It’s a belief system, shared between the health system and the community it serves. Whether talking about building a new campus in Lebanon, Missouri or responding to a global pandemic,commitment runs through everything Lake Regional touches.
5+ YEARS
MARKET SHARE GROWTH
17
PATIENT & PROVIDER STORIES TOLD ACROSS 10 SERVICE LINES (AND COUNTING)
48.5%
INCREASE IN PATIENT SATISFACTION SCORES
