Display Ads for Spectrum Health’s Spine & Pain Program

Challenge:

The team at Baas Creative prepared digital marketing campaigns to highlight each of Spectrum Health’s service areas. For this campaign, we wanted to highlight one of Spectrum’s lesser-known offerings that makes a huge difference in people’s lives: The Spine & Pain Management program. This team of specialists helps patients with innovative treatments for chronic pain — before resorting to invasive surgeries. The goal was to increase self-referrals and provider referrals through phone calls and inquiry forms.

Solution:

• I wrote the copy for the digital ad campaign, creating messaging highlighting SPM’s areas of expertise and common ailments they treat.

• We chose to focus on the everyday things that become so much harder (or even impossible) when you’re dealing with chronic pain, but flip the narrative to a positive light — all the things you can do when you’re feeling better.

• I also collaborated on the design direction and photo selections as a Senior Designer + Writer, working with a freelance designer and creative director.

• Quality assurance & production design: when the graphics came to me, they were not compliant with WCAG 2.1 accessibility guidelines. I updated the contrast ratios of the body copy and CTA buttons to meet AAA requirements.

MY ROLE:

Senior Designer + Writer

Team:

Team: Aaron Bragdon (Creative Director,) freelance designer

Results:

In our capacity as a creative agency, Baas did not have access to performance metrics from the campaign. However, we received feedback from executives that the campaign had led to an increase in self-referrals, successfully increasing awareness of the Spine & Pain Management Program.