We Take Care of Bayonne

CarePoint Health
problem

We must not forget
In 2008, amid the nation’s changing health care economy, CarePoint Health purchased three hospitals on the brink of bankruptcy. One of those hospitals was Bayonne Medical Center, which had been providing essential services to the community for 128 years. Many heralded the change. But in the course of upgrading the facility and becoming part of CarePoint Health, its historic and meaningful connection to the community was lost in translation.

problem

We must not forget
In 2008, amid the nation’s changing health care economy, CarePoint Health purchased three hospitals on the brink of bankruptcy. One of those hospitals was Bayonne Medical Center, which had been providing essential services to the community for 128 years. Many heralded the change. But in the course of upgrading the facility and becoming part of CarePoint Health, its historic and meaningful connection to the community was lost in translation.

strategy/solution

The fundamental core of a community’s pride
With a competitor eyeing the market, we created a campaign to amplify the successes and connection to the community it served—by celebrating the authentic, proud local people who bring the hospital’s care to life for the community in everyday ways. An anthem was produced around the pride that galvanizes neighbors: the ways that so many people in the town Bayonne Medical Center serves have each other’s backs. And the way the hospital Takes Care of Bayonne.

strategy/solution

The fundamental core of a community’s pride
With a competitor eyeing the market, we created a campaign to amplify the successes and connection to the community it served—by celebrating the authentic, proud local people who bring the hospital’s care to life for the community in everyday ways. An anthem was produced around the pride that galvanizes neighbors: the ways that so many people in the town Bayonne Medical Center serves have each other’s backs. And the way the hospital Takes Care of Bayonne.

effectiveness

Emotionally connecting and inspiring
Immediately, hospital audiences from every discipline embraced the work—from its concept and writing to the design and production, including the use of local voice talent. And within 30 days of launch, the community we targeted was immersed in the messaging.

On Facebook alone, the campaign generated 54,180 video views (174,674% increase), a 547% engagement increase (11,017), and a 331% increase in Likes. Additionally, in the first 14 days the campaign elicited 25% increase in traffic to CarePointHealth.org, a 167% increase in page views, and 268 hours of YouTube video consumption.

effectiveness

Emotionally connecting and inspiring
Immediately, hospital audiences from every discipline embraced the work—from its concept and writing to the design and production, including the use of local voice talent. And within 30 days of launch, the community we targeted was immersed in the messaging.

On Facebook alone, the campaign generated 54,180 video views (174,674% increase), a 547% engagement increase (11,017), and a 331% increase in Likes. Additionally, in the first 14 days the campaign elicited 25% increase in traffic to CarePointHealth.org, a 167% increase in page views, and 268 hours of YouTube video consumption.

Ready to get moving?