This video series is part of a larger campaign personifying the values of our organization. It begins with a behind the scenes look at why we created the series to inform and educate the Austin/Central Texas area about the work being done in an academic medical setting. We wanted potential patients to understand the level of expert physicians and medical personnel who would be caring for them within this health system. And to state the importance of having a physician and team focused on connecting with the patient as an indivudal to provide better outcomes for their life. In addition, we hope to also have our staff buy in to the values in our culture and embrace what it means to live and work those values every day.
This project is called Portraints in Commitment where we highlighted 6 physicians to personify each of our values of Respect, Empowerment, Connection, Imapct, Trust and Excellence. Each physician was interviewed for a video, and inaddition to a landing page for the campaign, we created comprehensive landing pages for each doctor so the audience could learn everyhting about that doctor's practice, research, and how they are teaching the next generation of physicians. Never a one-and-done, we extended multiple components of the campaign throughout each month. Additionally, we ran an internal campaign via our internal communictions and newsletters to coincide with each month's value culminating in a staff appreciation event where each staff member could pick a sweatshirt with the value that represented them the most.
We felt various aspects of the campaign were better received than others - like the rollout for Connection (orthopedics) performed much better than some of our subspecialty campaigns such as Excellence (pediatric cardiology) where the audience was less engaged. However, we definitely felt the campign resonated very well with staff, the appreciation was a complete success and they are still proudly wearing their sweatshirts and engaging with internal communications at a higher rate.
The results for the campaign overall:
