Providence Health Services·2019
Providence is Finishing Cancer
Providence Health & Services partnered with Colormatics to create emotionally driven healthcare marketing campaigns that helped patients better understand complex healthcare decisions while building trust in the Providence brand. The partnership included both the #FinishCancer campaign and localized open enrollment campaigns across Southern California markets.
Challenge
Healthcare marketing often deals with highly emotional and sensitive subject matter, especially when telling real patient stories. For Providence’s #FinishCancer campaign, Colormatics needed to capture eight cancer survivor stories in a way that felt authentic, compassionate, and respectful. On top of that, the team had less than six days to source talent, secure locations across greater Los Angeles, and build an efficient production schedule. For the open enrollment campaign, the challenge was different but equally complex: explaining a confusing healthcare enrollment process while tailoring messaging for three different Southern California markets, each with unique language and localization needs.
Solution
Colormatics worked closely with Providence’s in-house creative team to produce: Eight patient testimonial videos for the #FinishCancer campaign Broadcast and digital campaign assets across Southern California Localized open enrollment videos customized by region Spanish and English versions of messaging Social cutdowns, digital ads, radio spots, outdoor creative, and web content The creative approach centered on real human stories to make healthcare feel more personal, relatable, and trustworthy. For enrollment campaigns, Colormatics simplified complex information through customized messaging that helped audiences better understand their healthcare options.
Results
The campaign resulted in a wide-reaching integrated marketing rollout that helped Providence connect with patients in a more meaningful way: Eight survivor stories launched across broadcast and digital platforms Open enrollment messaging deployed across social, web, radio, outdoor, and paid media channels Helped simplify healthcare decisions for prospective patients Strengthened Providence’s brand through more human-centered storytelling
"They understood our need for an open door of communication, and they became an extension of our creative team. They’re like family to us now.”
Stephanie Foye, Production Manager
Project Details
Year
2019
