Remarkable Surgeons at Bassett

Overview

Still ongoing, the goal of the year-long Remarkable Surgeons campaign is to highlight the remarkable surgeons at Bassett, strengthen the brand’s reputation for providing high-quality, community-centered care, and increase elective procedure volumes.

My Role:
Copywriter + Digital Marketing Specialist

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

Challenge

• Introduce surgical services with clarity and warmth — cutting through the anxiety often associated with surgery.
• Ensure consistent messaging across online and offline touchpoints.
• Make high-complexity surgical offerings (e.g., robotic surgery, advanced minimally invasive techniques) feel accessible and reassuring.

Our Approach

We developed a campaign framework and copy that balances authority with accessibility:

Central Messaging Framework

• Headline: “Choose a remarkable surgeon, discover a team you can trust.”
• Voice & Tone: Credible yet empathetic — written to be both reassuring and authoritative.

Storytelling:

• Crafted the hero message and subhead (“When you need surgery, you want a remarkable surgeon caring for you…”).
• Wove in team-based professionalism: surgeons supported by physicians, specialists, nurses, and technologists.
• Structured sections: compelling intro, surgeon bios with regional availability and procedure expertise, and a values-driven summary of department strengths (Competent, Collaborative, Compassionate, Close-to-home, Comprehensive).
  

Collateral Messaging:

• Programmatic display and digital ads would tease the campaign’s voice.
• Social snippets highlight individual surgeons and their stories (e.g., specializing in robotic surgery with precision and empathy).
• Print postcards bring campaign messaging into offline environments, reinforcing brand consistency.

Impact (So Far):

• Reinforced Bassett’s surgical brand as one of community, skill, and care.
• Positioned surgical services as welcoming, locally accessible, and emotionally resonant — all while maintaining trust and clarity.
• Created a repeatable model for future campaigns celebrating care teams, not just services.

Assets

Landing Page:
https://www.bassett.org/remark...

Creative: