Crystal Run Healthcare - Ashworth Creative

Crystal Run Healthcare

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Inspirational testimonial campaign celebrates 25th anniversary of Crystal Run Healthcare

DEVELOPING A 25TH ANNIVERSARY BRAND MARK AND TAGLINE

In the 25 years since Crystal Run Healthcare was founded, the organization has grown from a handful of providers to hundreds with thousands of staff to support them. In celebrating the their 25th anniversary Ashworth Creative proposed that all campaigns in 2021 feature a 25th anniversary logo built around the concept of “Changing healthcare. Changing lives.” To find a highly memorable way of communicating that among the many tens of thousands of patients they serve, there are some stories that stand out as exemplary of the exceptional standard of care that they offer. The first story chosen Ann’s. The physicians at Crystal Run Healthcare diagnosed Ann with stage 3 stomach cancer at the age of 26.

PRESENTING ANN, A YOUNG CANCER SURVIVOR SO INSPIRED BY HER CARE, THAT SHE CHOSE TO BECOME A NURSE.

To tell Ann’s story, we used interview footage to lay out the steps that led her from patient, to life-threatening diagnosis, to treatment, to remission, to a career in medicine. It took a six-minute video to communicate her story with its twists and turns, and we placed this video on a special microsite dedicated to celebrating the 25th anniversary stories. We developed print, OOH, digital and radio ads to drive the target audience to the long form video. The results have been striking. In just three weeks of exposure, the campaign has produced more than 20,000 engagements with the long form video.

BUILDING ENGAGEMENT AND AWARENESS FOR A LARGE MULTISPECIALTY MEDICAL PRACTICE THROUGH HIGH IMPACT ADVERTISING CAMPAIGNS

Working closely with the Crystal Run Healthcare marketing department, Ashworth Creative has produced high-impact marketing campaigns that have driven patients to individual specialties, to continue check-ups and screening, despite the pandemic, and to emphasize the high caliber of specialists – the level of expertise that would formerly only have been obtainable in large metropolitan academic medical centers. Ashworth is able to create strong video productions, compelling print and much more. The campaign built around Ann’s story recently won a Gold Award from Marcom NYX.

LARGE MULTI-SPECIALTY GROUP PRACTICE EMBRACES ITS SIZE

Crystal Run Healthcare (CRHC), approached us with a dilemma—how could a practice that consists of over four hundred providers convey a personal, patient-centric identity to the community? Our solution was to develop an ad campaign that celebrates CRHC’s unique identity—including their large size—by communicating the benefits and convenience of having so many providers under one group with multiple locations serving a wide geographical area.  The campaign was tagged with the line: “Crystal Run Healthcare, excellent doctors, exceptional care.”

OPERATING IN NEW COMPETITIVE ARENA

A behavioral shift is occurring among millennials who are turning to urgent care, walk-in and retail clinics for quick service for routine ailments. Our campaigns capitalize on the expert training of CRHC physicians and the multiple in-house diagnostics and ambulatory surgery services, multiple locations, longer hours and shorter wait time to offer patients more modern amenities than a traditional medical practice or a “doc in a box” urgent care practice. Primary practice (28 physicians) was promoted by the importance of continuity for the patient’s benefit.

INTEGRATED MARKETING CAMPAIGN WITH ARRESTING GRAPHICS AND MESSAGE

Through arresting visuals and messaging Ashworth Creative developed memorable and colorful ad campaigns for print, radio, digital and out of home that celebrated Crystal Run Healthcare’s depth of expertise, that highlights popular doctors, using original photography instead of stock and boldly features the size and depth of individual subspecialties. To date the campaign has featured primary care, orthopedics, bariatric surgery,  and urology with more specialties to come.