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.

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.

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.

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.