Creating A
Unique Voice
for Healthcare

City of York – Bureau of Health initially came to Gavin for help tailoring a national initiative into a local campaign relevant to their own market. While the Bureau had long provided essential services to residents, employees and visitors of York every day, many people were unaware of their complete purpose, mission and offering, including the Bureau’s own health clinic. We helped differentiate the voice from the city and other PA Department of Health programs while remaining consistent with required brand standards by its parent organizations in crafting its own services branding, social media voice, and earned media strategy.

By positioning the Bureau of Health as a separate and essential city resource, we were able to establish key partners within the city that helped spread the organization’s message. Since the initiative, we’ve continued to work with the Bureau of Health each year to provide brand strategy, messaging, creative, public relations and social media services.

Our Projects Include:

  • Hiring of a New Medical Director
  • Increase in Overall Awareness of Bureau of Health services
  • Pedestrian Safety Campaign
  • Bicyclist Safety Campaign
  • Breastfeeding Campaign
  • Immunizations Campaign
  • Natural Disaster Safety Campaign
  • Healthy Pregnancies Campaign
  • Zika Virus Safety Video
  • Smoking Cessation Campaign
  • Spanish-Language Marketing

What We Did:

  • Branding and Strategy
  • Messaging
  • Creative Services
  • Public Relations
  • Public Service Announcements
  • Public Education Campaign
  • Social Media
  • Email Marketing

The Results

  • During a six-month comprehensive Bureau of Health Million Hearts initiative, we:

– Garnered 70+ earned media features, resulting in $155,000 in advertising media equivalency.

– Reached 15 million people across earned media

– Reached 50,000 unique impressions on social networks

  • Created a Zika virus safety animated video, specifically for cinema advertising reaching:

– 21,000+ York County residents, employees and visitors

  • Precise traditional marketing
    strategies reaching urban, suburban, and rural audiences
  • Secured 35+ proactive and reactive earned media opportunities for the new medical director within his first 2 years

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