Changing Seacoast Lives
campaign
CLIENT: Portsmouth Regional Hospital | ROLE: Marketing lead and designer
SITUATION Portsmouth Regional Hospital was looking to generate awareness of key services in an intense competitive landscape.
STRATEGY I developed a social media and PR campaign that focused on local patient testimonials – people well known in the community whose stories of survival changed not only their lives, but also the lives of people in their community.
I structured the campaign as a first of its kind “documentary series” that would air not only on the hospital’s digital and social media platforms, but also on the local media’s platform through a unique and strategic editorial partnership. The video documentaries were announced and promoted as human-interest front-page stories in the local papers, and also on the newspapers websites as a special co-branded section called “Changing Seacoast Lives - A documentary series brought to you by Portsmouth Regional Hospital”.
RESULTS The campaign achieved unprecedented results, including a considerable jump in visibility through the newspaper's front page stories, over 60,000 hits to the YouTube videos and a major jump in the service lines volume.