Try Not to Cry Watching This
Edward-Elmhurst Health wanted an internal video to help kick off their new patient experience initiative. They wanted to emphasize that every employee – from administrative staff to the surgery team – plays a significant role in creating a positive patient experience.
Our challenge was to create something that would motivate employees to make a change in their patients’ lives and get them excited about the initiative.
The “normal” way to go about this was a talking heads-style message from their leadership team. We thought this would be informative, but not necessarily impactful.
We put ourselves in the audience’s scrubs and tried to think about the questions they’d have related to the new initiative. What would influence their desire to help patients? How can they personally help?
We wanted to tell a story about the patient experience, and we wanted it to be real. So we asked them if there were any exceptional cases of Edward-Elmhurst employees positively impacting patients. When we learned the story of Korean War veteran Peter Bury, we knew right away that this would resonate with our audience and exemplify excellent patient experiences.
Our creative resulted in an authentic, moving narrative that helped propel Edward-Elmhurst’s initiative forward.
How We Did It
Let’s get those ideas out of your head and in front of your target audience!