General Surgery Marketing
Claxton-Hepburn Medical
Claxton-Hepburn Medical Center
They didn’t know that our client, Claxton-Hepburn Medical Center, was offering the latest technologies and techniques for general surgery, with great clinical outcomes, all while actively recruiting top physicians.
This was partly because competitors were referring patients out of the market, falsely stating “you can’t get this procedure done in the community.” It was time that Claxton-Hepburn got the word out that these vital procedures could indeed be found “in your own backyard.”
Shortening the distance
For this campaign, we needed to alter the notion that people have to travel a far distance for care and played off this with the headline “the shortest route to great surgery.”
For social media we used a friendly and humorous tone, including selfies of one of the surgeons in his actual backyard and enjoying actives like kayaking in the St. Lawrence River, with captions such as “Better Surgery – Right in your backyard.” For social videos we again played off the idea of distance – showcasing how easy it is to get to Claxton-Hepburn compared to the “other guys”. We also included graphic elements like the iconic Adirondack mountains and the silhouette of New York state, with a pinpoint to highlight Ogdensburg.
To spread this important message and increase awareness we used a variety of media including TV, radio, digital display, and social media ads. The next time someone needs surgery, there should be no doubt the procedure can be done close to home without the hassle of driving.