Meet Ann - Crystal Run Healthcare Testimonial Campaign

Crystal Run Healthcare is a large multi-specialty healthcare organization in New York’s Hudson Valley with more than 400 providers and a staff of 2400 employees. 2021 is their 25th anniversary year and this campaign was created as one of a series of testimonial stories about particular patients they have helped. This was launched with the story of Ann, a 26 year old woman who was diagnosed with Stage 3 stomach cancer by the doctors at Crystal Run. She told her story in a 5 minute video and much of the rest of the print, digital, out of home, landing page and other campaign components encouraged the audience to watch her story in the full video which Ashworth Creative filmed.

At the heart of Ann’s story lay the fact that at the time she was diagnosed she was in the crux of a career dilemma, being unhappy with the path before her. In the course of her many encounters with the doctors, nurses and technicians at Crystal Run Healthcare, she resolved to become a nurse. Her story concludes with the fact that she is now a nurse in labor and delivery and is getting married herself. The story is satisfying on multiple levels and has engendered a strong sense of pride within the organization.

The advertising campaign has stimulated an unexpectedly large audience to watch her story in full. In less than a month, Ann’s Campaign brought in 20,089 sessions to the Crystal Run Healthcare website. The client team was led by Lynn Haskins, Marketing Director at Crystal Run Healthcare and the Ashworth Team included Creative Director, Isaac Ashworth; CEO, Eve Ashworth; Web Team, Tracy Dwyer and Ken Newman and Video Content Team, Ross Leung and Phillippa Ewing.