How do you build unshakeable trust in a healthcare brand without sounding like just another corporate billboard? You stop broadcasting. You start listening.
Too many people don’t trust healthcare brands because they’ve spent years being talked at instead of listened to. Most healthcare brands try to earn trust by broadcasting it. We took the opposite approach. Instead of writing a script, R&R facilitated something different, keeping things unscripted. We brought together healthcare professionals, patients and community advocates for intimate roundtable conversations, then stepped back and let real dialogue do the work. No talking points. No preapproved sound bites. Just honest exchanges with people managing diabetes, parents navigating teenager’s mental health and families who’d never seen themselves reflected in a hospital ad.
The conversations went to places most healthcare marketing avoids: what it actually feels like to manage a chronic illness day to day, or the fear a parent carries when their teenager is struggling. That honesty was the point. By blending deep, local insight with expert brand strategy and storytelling, we transformed those raw conversations into a scalable, ownable communications platform. We edited the footage into long-form video for audiences who wanted the full story, and short social clips built for scrolling. Then we put each conversation in front of the specific communities it was made for.
The result wasn’t a one-off campaign. It was a repeatable format Intermountain Health can return to again and again, on any health topic that matters to its communities.
Results:
- 53% of audiences were more likely to view Intermountain Health favorably after the campaign
- 42% more likely to consider using Intermountain Health services
- Three Platinum Titan Awards:
- Social Media (Public Health)
- Commercial & Film (Short Film)
- Video, Commercial & Film (Social Videos)
