Distinguishing, elevating a community health center brand
Finger Lakes Community Health (FLCH) TV Campaign – 2024
Finger Lakes Community Health (FLCH) is a network of community health centers serving rural areas in upstate New York’s Finger Lakes region. As a longtime client of the Marketing Collaborative, FLCH has continuously worked to fix misperceptions about community health centers, which are too often wrongly assumed to provide low-quality care, serve only uninsured patients, or lack comprehensive medical services.
Despite these misperceptions, FLCH offers high-quality healthcare, employs experienced medical and dental professionals, and has invested in state-of-the-art facilities. And with new centers in Sodus and Bath, along with upgrades across its organization, 2024 was the right time for FLCH renew its efforts to shape its public image.
At the same time, a local hospital in FLCH’s backyard has a similar name, causing confusion for the general public.
A deeper dive into FLCH’s challenges
FLCH faced several key hurdles in changing public perception. In order to get to the heart of a message about the breadth of offerings and diversity of patients served by community health centers, FLCH first had to dispel confusion about among patients regarding a similarly named local hospital, Finger Lakes Health. Differentiating FLCH from Finger Lakes Health would need to be a priority in the TV campaign.
Finally, with a general shortage of primary care providers in the region, FLCH also needed to communicate that it was actively accepting new patients at all its locations.
Two messages that would resonate
The Marketing Collaborative developed two distinct 30-second TV spots to reshape public perception and highlight FLCH’s strengths.
Spot 1: “Community”
The primary purpose of this TV spot was to enhance name recognition and distinguish it from a local hospital with a similar name. We achieved this through an animated graphic that emphasized the one word in the FLCH name that the local hospital didn’t share: “community.” The spot showcased FLCH’s modern facilities and dedicated staff, blending warm, inviting footage of patient interactions with scenic shots of the local community—farms, wineries, restaurants, and small businesses. By emphasizing FLCH’s deep-rooted presence in the region, the ad aimed to build trust and familiarity.
Message:
“Community Health. It’s in our name. And since 1989, Finger Lakes Community Health has been here to meet the needs of our region’s people. And our health centers are here for you today. With trusted doctors, dentists, and mental health professionals who take the time to care. In comfortable, modern spaces. Because you deserve nothing less.”
Spot 2: “Family”
This spot tapped into the emotional connection of family, portraying FLCH as a provider that genuinely cares for its patients. It featured staff interacting warmly with patients in FLCH’s state-of-the-art facilities, along with scenes of families going about their daily lives—working, playing, and receiving care. The ad visually reinforced the theme by creatively animating the word “family” using letters found within “Finger Lakes Community Health,” reinforcing the idea that FLCH is built around care and connection.
Message:
“We all deserve support and comfort. At Finger Lakes Community Health, we treat you like family. And like a family, we each bring something special to the table for you, too. No matter what your family looks like, there’s a place here for you and your loved ones.”
Encouraging early results
The campaign delivered strong, measurable results:
- A 16% increase in web traffic compared to the previous year after launching the new TV spots in September 2024.
- Web traffic doubled year-over-year while one of the ads continued running on Spectrum Reach Finger Lakes.
By reframing the public perception of FLCH and emphasizing its quality care, welcoming atmosphere, and state-of-the-art facilities, the campaign successfully positioned the organization as a trusted healthcare provider in the region.
Want to enhance your public perception? Let’s talk.
Compelling storytelling. Powerful visuals. Targeted messaging. When you want to win people’s trust and loyalty, start with a thoughtful, strategic approach from a partner who’s helped more than a dozen health care organizations throughout New York State. Start with the Marketing Collaborative.
If your healthcare organization is looking to shift public perception, increase patient engagement, and strengthen your brand, the Marketing Collaborative is ready to help.
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