Creating awareness for a regional healthcare provider
Tift Regional Health System out of Tifton, GA, underwent a significant name and identity rebranding. Tift Regional – now Southwell Medical – needed help to grow its brand presence, align the new brand identity with existing patient and community expectations, and build awareness around the rebrand.
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.
I created a concept called "Well. With you." that sought to connect the importance of wellness across a diverse range of constituents and build trustworthy connections to the providers that serve the regional healthcare system. The concept was an all-around winner with the client and we proceeded to develop a multi-platform campaign that included general brand awareness, as well as a focus on specialty care. Developing the creative included the art direction of custom photo and video shoots that featured real patients and the doctors who served them.
The campaign strategy sought to reach as many people within the region as possible wherever they might encounter the new brand – from print to broadcast television and everywhere in between, including targeted social, display and even Spotify ads.
As stated before, the concept hit home with the healthcare provider bringing a new, relatable face to healthy living and attracted the convictions of patients new and old, alike. Because of the success of the "Well. With you." concept, Southwell has continued to entrust the agency with its marketing since 2022.
