MINNEAPOLIS, Minn. – April 26 - When a hospital or clinic grows to become part of a large organization, it’s not always welcome news within the communities served. In fact, in research conducted by healthcare marketing specialists Russell Herder, 94 percent of patients and their families say being ‘a name and not a number’ is what’s important.
In late 2010, numerous healthcare facilities across rural Minnesota and North Dakota were integrated under Essentia Health, a multi-state system. To reassure local residents that patient-centered care is - and always will be - its priority, the new organization is quite literally taking its message home to the region.
Minneapolis marketing firm, Russell Herder, partnered with client Essentia Health’s western region to develop “Here with You,” a new campaign that utilizes the work of three accomplished photojournalists and original music to demonstrate the healthcare organization’s commitment to patient-centered care. The effort includes a series of online, print, radio and television ads as well as a blog.
According to Brian Herder, Executive Creative Director at Russell Herder, the decision to feature the region was a natural one. “Meaningful communication requires authenticity and relevance. What better way to accomplish this than to spend time in these vital communities,” said Herder. “We want to convey the message that Essentia understands the real lives of individuals, and celebrate the people and places they serve. By utilizing candid images from the photographers, we are able to do so, encapsulating humor, beauty and hope.”
Russell Herder chose to deviate from the traditional doctor/patient photography featured in most healthcare campaigns. In order for “Here with You” to fully connect with its audience, the agency and Essentia Health sent three noted photojournalists Joe Rossi, Becca Dilley and BrittaTrygstad, throughout the region to capture candid still images within clinics, hospitals and communities. Through these visuals, Essentia is able to demonstrate its understanding of patient lives as well as create an emotional bond among its core audience.
Rossi is a former St. Paul Pioneer Press photographer now living in rural Minnesota. His highly recognized work has appeared in numerous books as well as the New York Times, Sports Illustrated, People Magazine, Time Magazine and the New Yorker, among others. Dilley, from Minneapolis, and Trygstad from Fargo, are also well published and known for their exceptional skill in capturing moving, personality-driven images.
As Kris Olson, Vice President of Marketing, Quality and Physician Services, explained, it is crucial that the end product hold significant meaning for not only the healthcare organization, but also those who see the ads.
“At Essentia Health, ‘Here with You’ is far more than a marketing phrase. It’s a belief system. We are truly engaged in helping patients and families achieve active and fulfilling lives in the large and small communities where they live,” said Olson. “The visual imagery in this campaign captures the core of our region and its people; from children in Fosston to fishing in Detroit Lakes, seniors in Ada to sledding in Fargo. We are more than physicians and nurses; we call this home as well.”
For more information about the campaign, visit the blog, wereherewithyou.com or russellherder.com.
About Russell Herder
Founded in 1984, Russell Herder provides integrated strategic solutions to regional and national clients. With offices in Minneapolis and Brainerd, Russell Herder develops strategies that link creative, research, advertising, public relations and digital communications into powerful, results-driven platforms. For more information, visit russellherder.com
In late 2010, numerous healthcare facilities across rural Minnesota and North Dakota were integrated under Essentia Health, a multi-state system. To reassure local residents that patient-centered care is - and always will be - its priority, the new organization is quite literally taking its message home to the region.
Minneapolis marketing firm, Russell Herder, partnered with client Essentia Health’s western region to develop “Here with You,” a new campaign that utilizes the work of three accomplished photojournalists and original music to demonstrate the healthcare organization’s commitment to patient-centered care. The effort includes a series of online, print, radio and television ads as well as a blog.
According to Brian Herder, Executive Creative Director at Russell Herder, the decision to feature the region was a natural one. “Meaningful communication requires authenticity and relevance. What better way to accomplish this than to spend time in these vital communities,” said Herder. “We want to convey the message that Essentia understands the real lives of individuals, and celebrate the people and places they serve. By utilizing candid images from the photographers, we are able to do so, encapsulating humor, beauty and hope.”
Russell Herder chose to deviate from the traditional doctor/patient photography featured in most healthcare campaigns. In order for “Here with You” to fully connect with its audience, the agency and Essentia Health sent three noted photojournalists Joe Rossi, Becca Dilley and BrittaTrygstad, throughout the region to capture candid still images within clinics, hospitals and communities. Through these visuals, Essentia is able to demonstrate its understanding of patient lives as well as create an emotional bond among its core audience.
Rossi is a former St. Paul Pioneer Press photographer now living in rural Minnesota. His highly recognized work has appeared in numerous books as well as the New York Times, Sports Illustrated, People Magazine, Time Magazine and the New Yorker, among others. Dilley, from Minneapolis, and Trygstad from Fargo, are also well published and known for their exceptional skill in capturing moving, personality-driven images.
As Kris Olson, Vice President of Marketing, Quality and Physician Services, explained, it is crucial that the end product hold significant meaning for not only the healthcare organization, but also those who see the ads.
“At Essentia Health, ‘Here with You’ is far more than a marketing phrase. It’s a belief system. We are truly engaged in helping patients and families achieve active and fulfilling lives in the large and small communities where they live,” said Olson. “The visual imagery in this campaign captures the core of our region and its people; from children in Fosston to fishing in Detroit Lakes, seniors in Ada to sledding in Fargo. We are more than physicians and nurses; we call this home as well.”
For more information about the campaign, visit the blog, wereherewithyou.com or russellherder.com.
About Russell Herder
Founded in 1984, Russell Herder provides integrated strategic solutions to regional and national clients. With offices in Minneapolis and Brainerd, Russell Herder develops strategies that link creative, research, advertising, public relations and digital communications into powerful, results-driven platforms. For more information, visit russellherder.com