At the height of the COVID-19 pandemic in 2020, thousands of New Yorkers poured into the city’s 11 public hospitals with a deadly virus. With compassion and courage, doctors, nurses and other healthcare workers healed and provided comfort to the sick. They saved countless lives. Tragically, there were many others that could not be saved, including patients and fellow health care workers who they loved and grieved like family.
To honor these modern-day heroes, NYC Health + Hospitals created and launched a website to preserve the legacy of the public health system’s heroic response to the COVID-19 pandemic. The website, nychealthheroes.com, serves as a public platform to recognize the more than 40,000 brave healthcare workers whose dedication helped thousands of New Yorkers recover from COVID-19 and return home. The site offers an intimate behind-the-scenes look at the workforce’s life-saving efforts, and highlights key patient care and staff support data during the first wave of the pandemic. Additionally, visitors can use interactive tools to show their gratitude and provide support to NYC Health + Hospitals’ health care workers and their families as they continue responding to the pandemic and saving lives.
The website consists of the following key sections:
To promote the launch of the website and bring greater recognition to our heroes as the pandemic raged on, the health system launched a paid digital advertising campaign on Facebook, Twitter and Instagram during the holiday season in December 2020.
In just 10 days, the healthcare heroes campaign reported nearly 2 Million impressions and nearly 22,000 clicks to the website.
The campaign had an overall Click Through Rate of 1.13%. Facebook performed the best with a CTR of 1.67%
Organically, several video tweets reported more than 3,000 Impressions, while one organic Facebook video post reported nearly 5,000 views.