HCA Healthcare Houston nurses who deal with COVID-19 sufferers have been the celebrities of a multifaceted marketing campaign that gained the Finest in Present Award within the 2021 Healthcare Marketing Impact Awards.
The 13-hospital system acquired gold prizes within the print and social media classes, silver within the built-in marketing campaign class, and bronze in video.
That includes close-up black-and-white pictures of masked nurses and telling their private pandemic tales, the “Behind the Masks” marketing campaign sought to assist the system’s nurses by exhibiting their day-to-day actuality.The marketing campaign focused exterior audiences by way of Fb, Instagram, LinkedIn, the statewide Texas Month-to-month journal and a YouTube video. The well being system’s staff have been engaged via a “care recognition” marketing campaign that collected and shared tales about caregiving throughout a pandemic.
“We wished to show what’s actually motivating them and the assist they should make them profitable in caring for our sufferers and our communities via this horrible pandemic,” mentioned Sean Burnett, vice chairman of selling and company affairs for HCA’s Houston division. “It highlights their bravery and braveness, sure, however it additionally reveals a few of their vulnerability and the pressure they’re below.”
Suggestions from the Texas Month-to-month workers confirmed that the print adverts engaged the journal’s print and on-line readers. “They have been overwhelmed with the variety of responses they acquired, and the shares and likes on their digital platforms round these tales,” Burnett mentioned.
The marketing campaign’s success was its skill to have interaction readers and viewers, as measured by the period of time they lingered with on-line content material. “People have been staying seven-and-a-half, as much as 10 minutes on a web page, which implies they have been staying to learn the entire story,” he mentioned. “That’s a real testomony to the power of the writing, however it’s the story itself that’s at all times the magic bullet.”
Lola Butcher is a contract author based mostly in Springfield, Missouri.
