Crystal Run Healthcare 2022 Provider Campaign

Crystal Run Healthcare (CRHC) is a large multi-specialty healthcare organization in New York’s Hudson Valley with more than 400 providers working in nearly 50 medical specialties. In 2022, as we entered the second year of the COVID-19 pandemic, it was vital to reinforce the importance and dedication of the essential workers at CRHC. The campaigns focused on essential workers who ran the labs, facilities and day-to-day operations of the CRHC COVID clinics. We developed short videos as well as print, OOH, digital, social media and radio ads to drive target audiences to longer videos and landing pages on the dedicated HealthTransformed.com microsite.
The year started with Keelin, a Medical Lab Technician and mother who worked tirelessly with her team, taking on extra shifts and working on weekends to process thousands of COVID-19 tests every day throughout the pandemic. Working around the clock meant sacrificing time with her family, but Keelin and her team were dedicated to helping keep all families safe. Next we highlighted Ed, a former NYC Fire Department Medic and the Assistant Director of Facilities at CRHC. On the clock, Ed worked tirelessly with his team to upgrade the facilities and provide alternative, semi-permanent tent shelters for testing. At home, Ed had to keep distant from his family as much as possible to keep them safe. We ended the year with Dominique who, after losing her mother early on in the pandemic, worked to earn her Medical Assistant Certification and started a new career at CRHC, testing patients in outdoor tents. By creating compelling narratives that highlighted the personal sacrifices and professional dedication of each provider, we helped boost internal morale and increase positive public sentiment toward Crystal Run and their devoted providers.
The client team was led by Lynn Haskins, Marketing Director at Crystal Run Healthcare and the Ashworth Team included Creative Director, Isaac Ashworth; CEO, Eve Ashworth; Project Manager, Tricia Allen (Keelin & Dominique); Web Team, Ken Newman and TracyDwyer; and Video Production team, Dina Pace (Ed & Keelin), Jennifer King (Dominique) and Tom Moore.