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Narrative Submission
Information submitted by applicant

Project cost: To produce a television commercial of this scale that would incorporate many moving parts, shoot locations and layers of video, we hired a production team to assist our in-house video team in bringing this concept to life. Including multiple shoot locations, hiring of actors to play the patient and his family, and the use of old family photos and videos, we spent approximately $16,000 to produce this 30 second television-quality commercial.

Audience
This commercial was produced to accompany our paid media campaign which focused on stroke care for the May/June 2022 time frame. The commercial was one element of a multi-media campaign which also included digital, print and radio assets. This commercial was placed on local television stations, targeting consumers in the KC Metro area. With such an important message to share, we hoped to increase awareness of our nationally recognized stroke program and rapid treatment protocols so potential patients and their familied would think of Saint Luke’s first when experiencing stroke symptoms.

Goals 
Saint Luke’s Health System is known in the Kansas City region as a leader in stroke care. Despite treating more than 4,000 suspected stroke emergencies each year, our market share had dipped slightly.

To reinforce our brand as the “regions’ stroke leader,” we tailored a campaign around our fast stroke care. We chose the television medium because it gave us a unique ability to tell a story of how our stroke care impacted a fictional family, giving this patient his life back to enjoy with his family for years to come.

Objectives:
• Regain lost market share of stroke cases in the Kansas City area
• Reinforce our brand as the “regions’ stroke leader”
• Reinforce our fast response and why time is so critical in a stroke event

Implementation
Our in-house marketing and video teams collaborated to create three different concepts for this commercial. We determined the best course to take was to recreate a stoke patient’s journey through their stroke event from onset to treatment to discharge while also weaving in old memories that might be in their mind during the event or could be lost if the stroke was not treated quickly.

We hired actors to portray our male patient, his wife and granddaughter. We also sourced actual old home movies and photos from him of his wedding, birth of a child and other impactful life events. We were able to gather the “family” shots at a home location.

To recreate the event as it would happen, we also shot on location with an ambulance and actor EMS providers. We used the halls of our hospital, patient rooms in the ICU, and our Neuro Interventional Radiology suite for the treatment shots. Eventually we had all the necessary footage to tell the story of his stroke from onset of symptoms and transportation to Saint Luke’s to our quick stroke treatment protocols to his discharge and reunion with his beloved granddaughter. This commercial reinforces the need for quick stroke treatment while tugging at the heart strings of the viewer because they can see themselves or their parents/grandparents in our patient and realize how much he could potentially lose.
Our in-house video team edited, animated, and colored the commercial together and we were able to debut it during Stroke Awareness Month in May 2022.

Results
Our goal was to reinforce our brand as the “region’s stroke leader” and have this message reach the neighbors, families, and even first responders in the community.

During the duration of the campaign, and for a few months after, the number of stroke emergencies in our four emergency departments serving the Kansas City metro, saw a significant increase. This increase showed us that our stroke commercial was effective in putting Saint Luke's at top of mind for stroke care in the community.

We also expect that the message of that commercial still has effects even today with stroke victims choosing to seek care at a Saint Luke’s ED over other competitors in this market.

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