Advocating for care and wellness through life's moments, unexpected and unencumbered
Piedmont Healthcare stands as the top provider in metro-Atlanta and North Georgia. As the pandemic hit, appointment bookings plummeted, and their focus turned to ensuring safe access to care. Months later, with the world beginning to reopen, Piedmont pivoted to a message of health as the key to living fully.
We crafted two powerful campaigns during this shift: “Keep Caring On,” a call to action for ongoing essential care, and “Your Best Life,” an invitation to reclaim freedom with the reassurance of world-class healthcare.
The goal was clear: build confidence in the safety and importance of healthcare while driving traffic to the Piedmont website for easy appointment bookings through 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.
Life is a collection of moments, and so is great marketing. Each campaign told a compelling visual story that captured themes of endurance and reassurance. In "Keep Caring On," we showcased the dedicated, focused care of Piedmont’s providers, while "Your Best Life" highlighted the renewed freedom and optimism Piedmont offers. To emphasize the breadth of Piedmont’s network, we spotlighted key services like Urgent Care, Annual Physicals, QuickCare at Walgreens, and Primary Care Physicians—underscoring that Piedmont is always there to support their journey.
I spearheaded the rollout of high-impact digital marketing tactics, including paid social carousels, retargeted animated display ads, and dynamic page grabber takeovers. Each element was crafted with unique visuals and clear CTAs directing users to the booking page. The page grabber ad featured engaging animation and an interactive service selector for an immersive experience. Additionally, I directed a compelling broadcast TV spot (see above for details).
Piedmont Healthcare brought comfort to North Georgia with powerful messages of safety and wellness during a turbulent time. As a result, appointments soared as patients trusted in their health with renewed confidence.
