HCA Healthcare Houston nurses who treat COVID-19 patients were the stars of a multifaceted campaign that won the Best in Show Award in the 2021 Healthcare Marketing Impact Awards.
The 13-hospital system received gold prizes in the print and social media categories, silver in the integrated campaign category, and bronze in video.
Featuring close-up black-and-white photographs of masked nurses and telling their personal pandemic stories, the “Behind the Mask” campaign sought to support the system’s nurses by showing their day-to-day reality.The campaign targeted external audiences via Facebook, Instagram, LinkedIn, the statewide Texas Monthly magazine and a YouTube video. The health system’s employees were engaged through a “care recognition” campaign that collected and shared stories about caregiving during a pandemic.
“We wanted to display what’s really motivating them and the support they have to make them successful in taking care of our patients and our communities through this horrible pandemic,”