Crouse Helath: Carepassion by Eric Mower + Associates

Crouse Health, a private, not-for-profit hospital and healthcare network, has been working with long-term partner Eric Mower + Associates (EMA) to raise awareness about the mission-focused care delivery by its physicians, nurses, other clinical providers and non-clinical employees that distinguishes Crouse.

EMA, a national marketing and public relations agency, conducted research to gain deeper insights about the qualities consumers seek in healthcare services. The findings resulted in a campaign that captures the guiding principles of Crouse Health in one, newly created word: 'Carepassion.'

The campaign defines Carepassion and demonstrates how Crouse Health delivers this concept to the members of its regional healthcare network and the larger community. The Crouse Communications team rolled out the concept internally to its employees, physicians, volunteers and college of nursing students on Jan. 25 and 26. The campaign launched on Jan. 29 and includes a mix of programmatic digital geotargeting ads, advertising on Facebook, Twitter, Instagram and YouTube, as well as traditional media, such as television, radio, print, transit/bus cards and outdoor billboards. EMA also created a microsite (carepassion.org) for the campaign where people can view and read stories of Carepassion at Crouse, as well as share their own stories of how they have been treated with care and passion at the hospital and by its network of providers.