Since 1998, Kaleida Health—a not-for-profit health system comprised of five major locations and various other community health resources—has become a leading healthcare services provider in Western New York. Kaleida Health continuously invests in people, facilities, equipment, and technology to ensure access to the very best quality of care for its community; and from primary and emergency care to highly specialized medical and surgical services, the system serves the entire region’s population, treating all patients who seek care. However, in recent years, the brand has faced challenges in communicating its multifaceted capabilities, the structure of its healthcare hierarchy, and its place as a vital regional healthcare entity. Kaleida Health sought an opportunity to emphasize its full scope of services as an essential community asset, stand out as the leader of WNY’s healthcare market, and reveal the very real human impact that their work has on countless individuals and families.
To answer these needs, The Martin Group set out to create a brand awareness campaign to reintroduce Kaleida Health as an integral part of the community. Built around the concept of “Health Lives Here,” our integrated team set out a strategic vision of how to cast the Kaleida Health brand as much more than hospitals and connect their services with Western New Yorkers’ toughest battles, biggest wins, and sweetest moments. Through touching testimonials— and the faces to go with them—this connection was made and has since helped to relay the message of Kaleida Health’s ongoing commitment to comprehensive care, professional excellence, and community involvement. The “Health Lives Here” campaign was executed across WNY with activation concentration on billboards, digital placement, and across social media platforms.
Reaction from the campaign has been overwhelmingly positive, with the client and community having a positive response to the messaging and engaging in the real stories of individuals impacted by Kaleida Health’s service. Connection made through all elements of the ongoing campaign has been significant, with social media and television being the two most impactful mediums communicating the brand and its message; and the campaign website serving as a great host for copy and video that tell a very poignant story.