Integrated Marketing Campaign for Rural Hospital

With Canton-Potsdam Hospital we produced a campaign that included broadcast, print, out-of-home, and web to underscore the importance of patients having a dedicated primary care provider.

Business Challenge

Today, healthcare utilization is largely driven by primary care physicians who direct and manage the care of patients. As such, hospitals like Canton-Potsdam Hospital (CPH) recognize that primary care is a key driver for their specialty care services. CPH reached out to us for a solution to effectively respond to this important industry shift. Through research and analysis, we concluded that CPH’s differentiator was simple: dedication. Demonstrating this to CPH’s community became our objective.


The solution to delivering CPH's message to the community was integrating multiple services into a comprehensive marketing campaign. 

First, we established a brand identity for CPH’s primary care concept that stayed true to the overarching CPH brand and complemented the hospital’s overall brand messaging. The brand and messaging of the primary care concept was then cohesively woven into multiple marketing channels such as broadcast media, newsprint ads, billboards, and print collateral. A strong call-to-action across all channels drove the target audience to the CPH website so that users could quickly find additional information about their offerings, as well as the array of primary care physicians on staff at the hospital.

Canton-Potsdam Hospital Primary Care
  • healthcare + biotech
About Adworkshop

Adworkshop is an employee-owned integrated marketing agency providing strategic consulting and creative marketing solutions that help clients solve their evolving business challenges. Rooted in destination marketing from the 1980 Winter Olympic Games, Adworkshop has grown into an agency of 30+ talented employees whose expertise across marketing disciplines leads to innovative strategies and measurable results for destination marketing organizations, tourism businesses, active outdoor companies, educational institutions, health care companies, economic development agencies, and other businesses.

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