Retail & Consumer
Advertising, Digital, Public Relations, Social Media, Strategy
Patient volume increase, even amid a pandemic
Media mentions
The Challenge
For years, Inspira invested in technology, personnel, and expanded clinical offerings in Southern New Jersey, yet there was still a perception that the health system couldn’t keep up with the innovations of modern healthcare. They also suffered from a large volume of outmigration to other Philadelphia health systems, and challenged Brownstein to create a Super Bowl spot that would combat these issues.
Insight
When it comes to healthcare, the things people value most are access to advanced clinicians and innovative technology. Folks in the Southern New Jersey community believed they needed to go “across the bridge” to Philadelphia to receive advanced care and leading-edge technology.
Strategy
Our strategy was simple: show Southern New Jersey residents that outstanding technology and care are actually right in their backyard.
Creative Approach
Brownstein crafted a creative platform around “Innovation Where It Matters Most,” showing the experience and advanced technology available locally with Inspira, with a bold, clever wit that would stand out and get attention against behemoth competitors.
2020 marked an unpredictable challenge for Inspira, with COVID-19 impacting communities and healthcare in unimaginable ways. As Inspira navigated the pandemic both within and beyond its walls, it turned to Brownstein to support internal and external communications to inform, educate, and reassure its employees and patients.
The pandemic unleashed a world of uncertainty, particularly around the safety of communities. Inspira relied on its innovation and relentless dedication to South Jersey to continue caring for the surrounding region and to keep its patients and staff safe. Local residents needed the reassurance that their healthcare provider was there to safely care for them, while employees needed comfort from leadership that proper PPE, protocols, and innovations were in place to protect them, too.
As a result of a robust external communications strategy centered around safety, Inspira was mentioned in the media nearly 650 times throughout the year, a 261% increase in news mentions from 2019. Coverage primarily focused on Inspira’s role supporting the regional community and combatting the virus, with stories spotlighting Inspira’s efforts in creating hand sanitizer, developing a COVID-19 self-monitoring tool, participating in clinical trials, opening vaccination clinics, and more.
Additionally, Inspira welcomed a new CEO in the midst of the pandemic and communications needed to assure employees and the community at large that their safety remained the top priority, even amid leadership transitions. A multi-channel community strategy was launched and remains in effect, connecting the CEO directly to key audiences in a personal and empathetic way.