Remarkable Surgeons at Bassett

The Project

Bassett Healthcare Network asked me to help with a campaign that would highlight their surgeons and show the community what makes them stand out. The idea was simple: people know Bassett, but they don’t always know the people behind the care.

My role was to write copy for a campaign focused on our surgery team with the goal of strengthening the brand's reputation for providing high-quality, community-centered care, and increasing elective procedure volumes.

My Role:
Copywriter + Digital Marketing Specialist

Channels:
Campaign landing page, digital, programmatic display, social, and print ads

September's Featured Surgeon: Casey Lamb, MD

The Problem

Surgery is intimidating. Most patients feel nervous when surgery is discussed, and robotic or minimally invasive procedures can sound even scarier if you don’t know what they mean. Bassett needed a way to talk about these services without overwhelming people with jargon, while still making sure the surgeons looked skilled and trustworthy.

My Approach

I started by focusing less on the procedures and more on the people. Instead of leading with technical terms, I led with trust and reassurance. The headline we settled on — “Choose a remarkable surgeon, discover a team you can trust” — set the tone.

From there, I built a structure that:

Introduced the surgeons as experts who live right in your neighborhood.
Showed that surgery at Bassett isn’t just one doctor — it’s a team effort.
Highlighted values like collaboration, compassion, and care close-to-home.

For the ads, I broke the story into smaller pieces: quick lines that would catch attention and direct people back to the full story on the landing page. For social, I wrote short spotlights that highlighted each surgeon's unique specialty and how their work impacts our community. And for print, I kept things direct and approachable, so the campaign felt just as personal offline as it did online.

Results

Still ongoing throughout 2025, the campaign has given Bassett a way to reintroduce their surgical program to the community in a more human way. Instead of just talking about procedures, it showed the people and the values behind them. It also created a framework the team can reuse for future service lines: lead with people, then explain the care.

Takeaways

This project reminded me how powerful tone can be in healthcare writing. The same information — robotic surgery, surgical specialties — can either sound cold and technical or warm and reassuring. My job was to find the right balance, and to make sure Bassett’s surgeons came across as both highly skilled and deeply human.