Advocating for care and wellness through life's moments, unexpected and unencumbered
Piedmont Healthcare is the leading provider in the metro-Atlanta area and much of North Georgia. As the pandemic was unfolding, appointment bookings were down, and they wanted to focus on safe access to care. Many months later, in the aftermath of all that distancing, as people were eager to reclaim their lives, a shift was made to focusing on heath as the catalyst for experiencing life to its fullest.
I developed two concepts over the course of this period – "Keep Caring On" was a rally cry for the continued availability of essential care, and "Your Best Life" became an invitation to the audience to reclaim their world, armed with the reassurance of access to world-class care.
The strategy of both was to build awareness – confidence that healthcare was both safe and crucial for living your best – and give the audience the ability to book appointments easily, driving traffic to the Piedmont website via targeted digital marketing.
Produced while still social distancing during the pandemic, I developed the concept for and art directed this broadcast television spot for Piedmont Healthcare. Traditional video shoots were not possible, so I selected stock footage curated to create a cohesive production quality complimented by custom screen graphics and titles.
Just as life is a series of moments, the focus of each piece of marketing was narrative in nature – creating a visual short story to give life to the messages of endurance and reassurance. In "Keep Caring On," I depicted access to the careful and focused providers of Piedmont, while in "Your Best Life," I brought regained freedom to the forefront, visually, with optimism as the focus, communicating the fact that Piedmont was there to support them. To reinforce Piedmont's vast and comprehensive network, various service offerings were highlighted – Urgent Care, Annual Physicals, QuickCare at Walgreens and Primary Care Physicians among them.
I created digital marketing tactics in the form of paid social carousels, retargeted animated display ads and page grabber takeovers. Each service offering got its own unique set of appropriate narrative visuals to keep them distinct, and each CTA pointed to the corresponding appointment book page. The page grabber ad featured animation and an interactive navigation that allowed users to choose between services. An additional project completed during this period was a broadcast television spot (see caption).
Piedmont Healthcare gave North Georgia a sense of comfort with its hopeful messages of safety and wellness during a turbulent time, and it was a success as appointments rose quickly as patients felt confident in the conviction of their health.
