The brief: Profile a customer success story in one of the company’s strongest vertical segments; generate local press coverage with a marketing campaign and use the results as a case study.
Several versions of the project were edited for a variety of audiences and distribution channels: a long-form version featured hospital administrators and company spokespersons; thirty-second and one-minute versions were created for social media use.
At the company’s annual industry forum the program was profiled for dozens of customers. Local press drove reputational awareness of the hospital system and the obstetrics service line.