Bringing Johns Hopkins hospital leaders closer to their communities.
Leadership video and social storytelling for Suburban Hospital and Sibley Memorial Hospital.
CLIENT
Johns Hopkins Medicine
ENGAGEMENT
Video · Social
AUDIENCE
Patients and Neighbors
THE IMPACT
4.2×
Watch-through vs. system benchmark.
2
Hospitals, one storytelling approach.
15K+
Viewership from targeted audiences.
01 — THE CHALLENGE
Leaders the community had not met, in a field built on trust.
Suburban Hospital and Sibley Memorial Hospital needed their leadership to be known and trusted in the communities they serve. Health systems often communicate in the institution's voice, which is approved, polished and easy to scroll past, while patients and neighbors trust people more than logos. A hospital president is rarely a familiar face in the community, and institutional video rarely holds attention, so the presidents needed content people would choose to watch.
02 — THE RESULTS
The presidents on camera, held to the standard of watch-through.
We produced leadership video and social storytelling that put each hospital president in front of their community in plain, human terms. Instead of counting views, we judged the work on watch-through, the honest measure of attention, and compared it to the system benchmark so success had a number from the start. Watch-through ran 4.2 times the benchmark, which made the presidents the most-watched voices in their markets.
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YOUR NEXT MOVE
Have a number to hit?
Let’s make the work that moves it.