Challenge:
Create a campaign for Dartmouth-Hitchcock Medical Center that established overall healthcare leadership, featured their expertise and market leadership — specifically in Orthopaedics — and also began shaping a brand for Olympic Gold Medalist Hannah Kearney.
Solution:
We created a multi-media campaign that was relevant to the culture of ski enthusiasts and Hannah Kearney, yet incorporated campaign threads from the well-established Dartmouth-Hitchcock brand campaign. This was accomplished through thoughtful and clever use of graphic design and custom music, which had the ability to engage both markets. The “Decide, Dedicate, Deliver” campaign also engaged media channels and events not typically found in the line-up for Dartmouth-Hitchcock’s general campaigning, yet had excellent reach to sports enthusiasts and other prime candidates who may consider sports-related orthopaedic treatments. We expanded our campaign reach throughout New England and captured New Hampshire visitors during prime visitation seasons.
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