Healthcare
Dartmouth-Hitchcock
Challenge
& strategy
Dartmouth-Hitchcock Medical Center was looking to leverage its relationship with Olympic Gold Medalist Hannah Kearney to elevate its Orthopaedics and Sports Medicine service line. Kearney is a native of nearby Norwich, VT and graduated from Hanover High. She had successful knee surgery and rehab at DHMC three years before winning gold in freestyle skiing at the 2010 Olympics.
For a strong brand theme that would work across all media, EVR introduced Decide, Dedicate, Deliver. It spoke not only to what was important, empowering and motivating to DHMC’s audience, but also tied closely to DHMC’s core brand values of delivering the best medicine to the region. EVR created a campaign leveraging Kearney’s high profile through a robust media campaign and a public relations push that included live appearances.
Tactics
EVR created a campaign that included television, billboard, national print ads, transit and digital initiatives. EVR conducted a photo shoot with Hannah that highlighted her fun, youthful nature. The images appeared throughout the campaign, including a memorable print ad featuring Hannah mid-freestyle, upside down.
Special appearance:
Hannah was a featured guest at the Boston Ski & Snowboard Expo in a DHMC booth months after her gold-medal-winning performance. Her appearance drew lines of fans seeking to take pictures with her, as well as media interviews. A specially designed DHMC booth featuring likenesses of Hannah from the photo shoot was themed “Gold Medal Medicine.”
Results
The Decide, Dedicate, Deliver campaign evolved into a marquee campaign that generated extensive regional exposure and elevated the image of DHMC Orthopaedics and Sports Medicine as an industry leader that utilizes advanced medical techniques. DHMC was also able to repurpose content for its own website, creating a lasting connection with the Olympic champion.
