LOCATED IN BEAUTIFUL PORT TOWNSEND, WA, Jefferson Healthcare is a critical access hospital that serves as the primary healthcare resource for many residents around the region. Given its close proximity to Seattle, Jefferson Healthcare has been mindful about how to stop out migration of patients who opt to travel across the Olympic Peninsula for care rather access the healthcare resources available in their own backyard. This is a common struggle for smaller healthcare systems who often face a “bigger is better” bias.
Live Here, Thrive Here
DH has worked with Jefferson Healthcare to reposition their brand as a high-quality provider for local residents. This effort started with a refresh of the brand, including slight modifications to logo to make it more current and a messaging platform that better told the hospital’s story. DH built a full campaign called “Live Here, Thrive Here” that emphasizes the system’s investments in nursing, service lines, technology, and overall quality of care.
Connection to the Community
Another central theme was the system’s deep connection to the community. The campaign features Jefferson Healthcare’s providers as well as imagery of the local landscape. The campaign has reached multiple audiences, starting with employees, then building externally to prospective patients and employees.
This video features orthopedic surgeon Dr. Naumann with his family and a patient. Part of an integrated orthopedics campaign, this video, along with others, were used as pre-roll digital ads on YouTube, and on an orthopedics landing page aimed at patient acquisition.
Here’s how the brand refresh played out.
This booklet from the CEO articulates why and how Jefferson Healthcare invests in the entire health care system. It provides an honest look at how the system and its determined leadership have overcome past challenges and sheds a positive, forward-thinking light on the region and its healthcare landscape.
Advertising & Community Relations
Bringing the brand to life with a combination of advertising and community relations tactics. These ads run throughout publications in Jefferson County, highlighting physicians and the lifestyle in the area. In addition to the ads, this billboard focuses on keeping residents in their hometown to receive care.
Girl’s Night Out
Supporting community activities in which Jefferson Healthcare is a sponsor, including an annual Girl’s Night Out event for breast cancer prevention, a series of specialty items were developed aimed at raising awareness of mammography services.
Find Cancer Faster
This print ad, along with other service line campaign pieces highlighted the cutting-edge technology available to Jefferson County residents, right here at home.