Kingston HealthCare Stroke Recovery Program Marketing Campaign

CREATING A MEANINGFUL REHABILITATION PROGRAM

Kingston HealthCare provides personalized and compassionate care for patients with long-term ailments and disabilities. But its newest mission was quite a departure from those well-established services.

Kingston now had the resources to create a rehabilitation program especially for stroke patients to help them recover quickly and get back to their normal lives. Kingston wanted to play a vital role for stroke patients and caregivers during such a stressful and uncertain time, but also needed to maintain and even strengthen their legacy services in multiple assisted living locations throughout the region.

Our market research revealed that although Kingston had a solid reputation in the community as a place to go for long-term assisted living, it was not top of mind for specialty rehabilitation services, specifically stroke care. It was important to Kingston that the community viewed its new stroke rehabilitation program and dedicated staff as a means for patients to quickly get back to their everyday lives and not just as long-term care services.

Our creative team went to work developing a complete campaign, with the centerpiece being a robust Stroke Guide that focused on patient education and critical messaging. We wanted to create something they would keep and refer back to and make Kingston the expert.

“When a stroke unexpectedly pauses your life, we help you press play again.” This became the key message throughout the campaign to reinforce the idea of short-term rehabilitation services rather than long-term care.

We also created a series of ancillary items to further educate stroke patients and their caregivers.

Brochure outlining the program’s comprehensive story
Folder describing the Kingston approach, including a series of sell sheets
Signs of Stroke card and magnet – (F.A.S.T.)
Vital Signs Tracker card so patients, caregivers and doctors have consistent information
Feedback card to measure patient/family satisfaction
Radio spots and newspaper ads to announce the new program

We distributed the printed campaign elements to doctor’s offices, local hospitals, and social workers who assist with patients after a stroke. The feedback cards revealed a high degree of satisfaction as well as ways to improve service and communication. The Kingston HealthCare Stroke Recovery Campaign earned an ADDY Award.