Baptist Health - Centered On You
Baptist Health is one of the largest health systems in the Midwest providing care across multiple states and cities in the region. I led and managed all work for Baptist Health for 3.5 years and helped evolve their brand, manage their design, interactive, integrated campaigns, digital, social, email and more.
The work I oversaw and helped execute drove more leads across service lines and more revenue than any years prior. From service line campaigns for cancer, heart health, ortho and respiratory health, to the Centered On You educational initiative that drove an increase in appointments and preventative care services by 300% or more across key service lines, I have years of experience managing large healthcare brands with innovative creative work and creative strategies.
Check out some of my favorite work that I led, concepted and executed for the brand below.
Refreshing The Brand
During my time as CCO at Scoppechio and &Well Healthcare, I evolved and refreshed the Baptist Health brand. From formulating new design rules for our animated content, to refining our voice, our lifestyle look and feel and tweaking our design principles, I managed and oversaw it all.
Baptist Health Cancer Campaign
One of my favorite healthcare campaigns I’ve created is this campaign for Baptist Health’s cancer care. We needed to let people know that they didn’t have to travel to the Cleveland Clinic or across the country to get award-winning cancer care. The concept here used transitions to show that when great cancer care is close by, your family can be close by too. The campaign featured TV, digital, print, OOH, social and more and helped drive a 50%+ increase in appointments and patients.
Splat Out Cancer
One of my most favorite healthcare campaigns I’ve helped manage and execute is Splat Out Cancer. This one-of-a-kind project focused on letting people take out their frustrations on cancer by launching paint-filled balloons at the word cancer in a variety of ways. I worked with a creative technologist to design and build a cancer cannon, the team made slingshots, and we used drones to drop balloons to splat out cancer. The initiative raised over $250K for the Baptist Health Foundation. Check out this case study video to learn more then see a snapshot of some of the work below.
Making Screenings Less Scary
Encouraging people to make appointments for preventative screenings can be a daunting task. Through research, we uncovered that people are much more likely to pay attention to animated content related to potentially scary topics like cancer and screenings. Not to mention, it’s a little easier on budgets to do animated content over live action productions. So the “Centered On You” animated series was born. We covered topics like strokes, heart health, cancer screenings and more. The results were overwhelmingly positive delivering an unprecedented uptick in appointments and screenings by 300% and more for numerous service lines.
As part or the process, I worked with the team to determine the right animation style and branded palettes to bring the work to life. When showcasing people in animations, it’s important to find a style that strikes the right balance between realism and ease of execution as we were creating these videos 100% in-house.
