North Shore Community Health is a network of family health centers serving over 14,000 patients, with three community-based sites and seven school-based locations. Work consisted of an awareness communication plan (followed by a COVID pivot to a vaccine communication plan), messaging refinement, website updates, community partner and patient email campaigns, Zoom coffee talks, media relations, media planning, online display, social and search ads, postcards, social media plan and patient text messages.
MESSAGING & WEBSITE UPDATES
Messaging refinement started with existing mission statements and competitive analysis. Then moved to stakeholder interviews and a synthesis of all gathered data. The result led to the creative expression: Everyone deserves extraordinary care.
LOGO UPDATE
During the discovery phase, we learned that very few people (staff and patients alike) refer to the organization by the parent name and no one used the acronym NSCH. Most used their local health center name. Therefore, a family of logos was created.
COMMUNITY PARTNER OUTREACH & EDUCATION
We utilized community leaders and partners, such as health departments, housing directors, school administrators and non-profits, to reach those in need of affordable healthcare. Tactics included Zoom coffee talks and emails.
PATIENT OUTREACH
In order to directly reach patients, we utilized paid display ads, targeted social ads and keyword search ads. All direct patient outreach went to patients in their preferred language and with the health center location logo closest to them.
PATIENT VACCINE EDUCATION
COVID-19 vaccine education and process information went directly to patients (in their preferred language) via postcards, social media posts, emails and text messages.
