The Challenge
The SouthEast Alaska Regional Health Consortium (SEARHC) had historically provided healthcare services exclusively to Alaska Native residents. Recognizing an opportunity to expand their reach, they decided to open care to all southeastern residents in Juneau. However, they needed a strategic partner to help reposition their brand and connect with this broader audience.
Our Approach
We developed a highly targeted, integrated campaign that recognized the unique challenges of reaching rural Alaskan communities. Understanding that healthcare decisions are deeply personal, we:
- Created an audience-first strategy using geographic data paired with behavioral and psychological insights
- Developed tailored messages that helped diverse audiences feel seen and understood
- Deployed a comprehensive media mix including paid search, social media, streaming audio, broadcast TV, print publications, and geo-fenced mobile targeting
- Focused on authentic storytelling that highlighted SEARHC’s commitment to caring for the whole person – mind, body, and spirit
The Results
Our campaign dramatically exceeded expectations, transforming SEARHC’s community presence:
3,949 new patients More than doubled the number of Juneau’s non-Native patients from 2,811 to 6,043.
527% above goal Initially tasked with acquiring 750 new patients in Juneau, our work delivered more than five times that target.
By understanding the unique dynamics of rural communities and creating messages that resonated on a personal level, we helped SEARHC successfully expand their services to a broader population while maintaining their commitment to culturally appropriate care.
