Your Family Comes First

The HSHS Medical Group is made up of 477 physicians in 123 locations that provide primary and specialty care at walk-in and specialty clinics and labs located in central and southern Illinois serving over 80 counties. During the COVID-19 Pandemic, the Medical Group had to adjust the way they delivered health care to their patients, particularly during the lock-down periods. As restrictions were lifted to allow for in person care, the Medical Group engaged THE FOURCE to create a marketing campaign to re-introduce physicians to the Decatur, Illinois market, where over 70 physicians were located in seven different locations. THE FOURCE created a campaign that redefined what family medicine is in today’s market. It featured five physicians from various specialties and worked to connect with consumers in an emotional and sophisticated manner. The one day video and photography shoot under COVID-19 restrictions, was not a deterrent. The entire shoot was filmed twice, with masks and without masks to ensure the longevity of the creative and sensitivity to the new health safety guidelines. The campaign involved social media, online advertising and television spots that ran over a 4 month period reaching over 3.8 million impressions and increasing online scheduling of appointments by 39%.