30Th Annual 30Th Lamplighter2020

AWARDS SEPTEMBER 1, 2020

AWARDS

LAMPLIGHTER 30TH ANNUAL 30TH LAMPLIGHTER2020

The Lamplighter Awards recognize outstanding healthcare marketing and public relations.

With more than 20 major categories and hundreds of entries each year, the Lamplighter Awards truly recognizes the best of the best. Those who earn an award, or the coveted Best in New England Lamp, can count themselves among the region’s best public relations and marketing professionals.

NESHCo P. 2 LAMPLIGHTER2020 PRODUCED IN-HOUSE VS. AGENCY PRODUCED The major distinction between in-house and agency-produced entries is where the creative direction for an entry resides. When an advertising, design or PR agency is hired/directed by a client to create and produce a brochure, publication, ad or campaign, and the agency is responsible for the creative concept and execution, the entry is considered AGENCY-PRODUCED. If a hospital marketing or PR staff member or team conceptualizes a brochure, ad or campaign, creates its content and oordinates its production/execution (even if freelance copywriters, freelance graphic designers, printers and/or mailing houses are hired to execute portions of it), this type of entry is considered PRODUCED IN-HOUSE.

CATEGORIES SINGLE ITEM & SERIES DIVISION ADVERTISING This category includes both paid and public service advertising.

DIGITAL ADVERTISING

OUTDOOR ADVERTISING

PRINT Includes single ads or series of ads in newspapers or magazines.

RADIO Includes single spot or series. Spots may be 10, 20, 30 or 60 seconds in length.

TELEVISION Includes single spot or series. Spots may be 30 or 60 seconds in length. VIDEO

VIDEO: SINGLE - PATIENT* Includes a single video of no more than 30 minutes in length. This category recognizes creativity in videography, content and effectiveness in videos that highlight patient engagement, service, satisfaction, commitment or advocacy efforts on behalf of their healthcare organization or health community.

VIDEO: SINGLE - PHYSICIAN* Includes a single video of no more than 30 minutes in length. This category recognizes creativity in videography, content and effectiveness in videos that highlight physician engagement, leadership, service and commitment to their healthcare organizations, their patients and their communities.

NESHCo P. 3 LAMPLIGHTER2020 VIDEO: SINGLE - OTHER Includes a single video of no more than 30 minutes in length. This category recognizes creativity in videography, content and effectiveness in videos that highlight leadership, service and commitment to their healthcare organizations and their communities.

VIDEO: SHORT-FORMAT SERIES Includes up to four (4) videos of two minutes or less each. CRISIS COMMUNICATIONS This category recognizes specific crisis situations and unplanned events resolved through the use of public relations techniques. Entrants should outline the challenge, internal or external target audiences involved, and evaluate the effectiveness of public relations strategy in resolving the problem. Examples include medical accidents, investigations, security failures, labor disputes, natural disasters and others. MEDIA RELATIONS This category looks specifically at the public relations professional’s skill in proactively pitching a story to the media. Entrants should outline the objective of the pitch, describe how media targets were selected and cultivated and detail all obstacles overcome in the successful pitch. Show how the media story supports the strategic goals of the organization. Describe how you successfully worked with the journalist to secure the story(ies). POTPOURRI The potpourri category includes entries that do not qualify for any other category. Entries in this category may not be entered in any other category. PUBLICATIONS

ANNUAL REPORT Formats vary. Examples include newspaper supplement, magazine, calendar, electronic annual report, etc.

DIRECT MAIL This category includes any publication that targets a specific audience by mail for any purpose including fundraising. Entrants should provide detailed summary results of the direct mail campaign. Results will be paramount in judging.

General Includes patient handbooks, internal & external periodicals, newspaper supplements (other than paid advertising), recruitment literature and one time publications for a specific purpose other than annual reports. BLOG/VLOG A blog/vlog aimed at reaching your organization’s patients, staff or community Include examples of written posts and/or videos.

NESHCo P. 4 LAMPLIGHTER2020 SPECIAL EVENTS This category recognizes the tremendous team effort on the part of public relations, marketing, and other departments to stage a successful special event such as a groundbreaking ceremony, open house, health fair, fundraisers such as golf tournaments, annual meetings, and more. SUCCESS ON A SHOESTRING Projects of special merit with a significantly reduced, limited, or shoestring budget will be recognized in this category. Projects appropriate for this category are one-time or first-time initiatives or the continuation of ongoing programs with newly-reduced funding. WEBSITES

WEBSITE This category will NOT be divided by agency produced and produced in house. All entries will be split by budget only: budget under $100,000 and over $100,000.

This category recognizes websites that serve as an organization’s primary online presence. Be sure to include the website address (URL).

MICRO-SITE This category recognizes micro-sites created to support a specific initiative such as an event or ad campaign, for example. Be sure to include the website address (URL). All collateral materials must be uploaded. This category will NOT be divided by agency-produced and produced in-house, or by budget. CAMPAIGN DIVISION COMMUNITY RELATIONS EVENT/CAMPAIGN This category reflects programs developed to reach out to communities in the organization’s service territory. This includes programs that target specific audiences and demographics and were developed to build relationships and deliver health information to the community through school programs, senior programs, special events, etc.

Entries in this category may include joint efforts with other hospitals, healthcare providers and community organizations. CAUSE/SOCIAL MARKETING CAMPAIGN This category reflects initiatives developed to increase awareness about a public health issue (e.g., domestic violence), influence legislation, public sentiment or rally support for a cause (advocacy). Entries in this category may include joint efforts with other hospitals, healthcare providers and community organizations. HEALTH PROMOTION CAMPAIGN* This award recognizes excellence in promotion of health by honoring campaigns de-signed to improve the health and wellness of their organization or community through activities, such as marketing, grassroots outreach & community engagement, health ed-ucation, policy initiatives or public awareness campaigns around health and well-being. Examples may include breast cancer early detection, prostate screening, etc.

NESHCo P. 5 LAMPLIGHTER2020 MARKETING CAMPAIGN – IMAGE/BRANDING Includes total marketing efforts of a healthcare facility, satellite facility or major program Must be described and demonstrated through research, program objectives, strategy to accomplish objectives, implementation, evaluation of the effectiveness of the marketing promotional tools used, and report on current status. MARKETING CAMPAIGN – SERVICE LINE Includes service-line marketing campaigns. Must be described and demonstrated through research, program objectives, strategy to accomplish objectives, implementation, evaluation of the effectiveness of the marketing promotional tools used, and report on current status. Marketing Campaign - Non-Service Line Includes non-service line marketing campaigns. Must be described and demonstrated through research, program objectives, strategy to accomplish objectives, implementation, evaluation of the effectiveness of the marketing promotional tools used, and report on current status. PROVIDER/EMPLOYEE RECRUITMENT, RETENTION & REFERRAL GENERATION CAMPAIGN This category recognizes full campaigns that specifically target providers and/or employees to recruit them to work at an organization, improve relations with them to enhance retention, or generate leads from referring physicians. These campaigns can include creation of a newsletter and other publications, speaker’s bureau, orientation sessions, physician referral service, websites, advertising, outreach programs and more. Entrants should outline the challenge and the effectiveness of public relations/marketing strategy. PUBLIC RELATIONS CAMPAIGN Initiative designed to solve a specific problem or to communicate with a specific audience, either internal or external, using multiple tools of communications. This category recognizes the individual practitioner’s analytical and creative skills. This can include any program or special project in your organization which your department initiated to address a specific issue and/or audience. SOCIAL MEDIA CAMPAIGN This category will include new or social media technologies/tools such as blogs, wikis, podcasts, pictures, videos, vlogs, wall postings, emails, instant messaging, and RSS to communicate and strengthen relationships with target markets, including patients, staff, physicians, community, etc.

HYBRID DIVISION CONTENT MARKETING* This category recognizes excellence in creating meaningful content experiences and on-brand storytelling that engages new audiences, pursues new opportunities, and shares an organizational vision by distribution, design or editorial efforts. INTERNAL COMMUNICATIONS Any communication designed to be sent to hospital staff including employee newsletters, medical staff newsletters, brochures, posters, DVDs, intranets, voice mail, and other pieces used for communicating with staff – whether a one-time event or campaign, or an ongoing series. All files should be uploaded as JPGs or PDFs.

NESHCo P. 6 LAMPLIGHTER2020 CREATIVE (VISUAL) DESIGN, WRITING & PHOTOGRAPHY DIVISION DESIGN

LOGO DESIGN Includes stat copies and examples of logos used on stationary or objects.

PRINTED PIECE DESIGN May be banners, postcards, calendars or any printed piece including special publica-tions such as special purpose, one-time publication or single issue of an ongoing pub-lication. PHOTOGRAPHY This category includes photography in the actual context it was used for print media. EXCELLENCE IN WRITING

BLOG An original piece written or commissioned for a healthcare blog. This category is not for blog design or campaigns. This is for writing only.

FEATURE ARTICLES An original piece written or commissioned for a healthcare publication, professional journal, magazine or newspaper.

OTHER Written pieces that do not fit into any of the above categories. Examples include white papers, communications to elected officials, case statements, Op-Ed pieces, brochures, etc.

NESHCo P. 7 LAMPLIGHTER2020 THE CHALLENGE STATEMENT TELLS THE STORY BEHIND THE ENTRY Situation Analysis Describes the factors in the marketplace or organization that created the need for the publication/project/ campaign, etc. Explaining the problem(s) and opportunity(s). Statement of Objectives Provides a specific, detailed explanation of the objectives that guided the development of the publication/ project/campaign, etc. Program Planning and Strategy Discusses the techniques, methods, and approaches used to achieve the objectives and/or solve the problem. Includes explanation of strategic and tactical considerations. Results Documentation For entries in Single Item & Series, Campaign and Hybrid categories, provides both quantitative and qualitative documentation of the success of the project, such as inquiries, patient visits, sales generated, press clippings, or positive feedback that demonstrate that objectives were met. The results documentation must contain factual information and should confirm achievement of the set goals.

For entries in creative categories (Design/Visual, Photography and Excellence in Writing), provide qualitative documentation of the success of the project, including all the elements that went into the creative process was provided so that judges could evaluate the entry on how successfully it was executed. What was the original theme/idea? How does the creative work answer the problem/challenge that was set out to solved? How is the style of the creative work suited for the target audience? What is unique and memorable about the creative work? What visual and/or emotional experience were they striving to create?

We acknowledge that results in the Design and Excellence in Writing categories are often difficult to quantify, and these creative categories are evaluated on more qualitative criteria. Judges are advised to evaluate the worth of these entries based on their creative achievement and not solely on actual results/ sales/volume increases.

Design category entries, for example, were judged on the visual craft that conveys brand or product/ service line messages in a distinctive way, and the considered relevance to the audience and uniqueness.

In evaluating Excellence in Writing entries, judges were asked to consider the quality of the writing: is it coherent; did it hold their attention, did it have resonance that stays with them after reading it, and how well did it communicate a strategic message.

Entrants were encouraged to articulate all the elements that went into their creative process so that judges could evaluate the entry on how successfully it was executed.

NESHCo P. 8 LAMPLIGHTER2020 10 AWARDS 40 CREATIVE (VISUAL) DESIGN & THE OWEN J. MCNAMARA AWARD PHOTOGRAPHY THE BEST IN NEW ENGLAND 40 PHOTOGRAPHY 11 SINGLE ITEM & SERIES DIVISION 42 EXCELLENCE IN WRITING 11 WEBSITES BLOG WEBSITES LESS THAN $100,000 FEATURED ARTICLES WEBSITE $100,000 OR MORE OTHER MICRO-SITE 47 DESIGN 13 SUCESS ON A SHOESTRING PRINTED PIECE LOGO DESIGN 14 SPECIAL EVENTS 15 PUBLICATIONS 50 CAMPAIGN DIVISION ANNUAL REPORT 50 PUBLIC RELATIONS GENERAL PUBLICATIONS DIRECT MAIL 51 PROVIDER/EMPLOYEE, RETENTION & REFERRAL GENERATION 19 POTPOURRI 52 MARKETING 20 MEDIA RELATIONS SERVICE LINE MARKETING 22 CRISIS COMMUNICATIONS NON-SERVICE LINE MARKETING IMAGE/BRANDING MARKETING 22 BLOG/VLOG 59 HEALTH PROMOTION CAMPAIGN 23 VIDEO SHORT FORMAT SERIES 61 CAUSE/SOCIAL MARKETING SINGLE VIDEO - PATIENT 62 SOCIAL MEDIA CAMPAIGN SINGLE VIDEO - PHYSICIAN SINGLE VIDEO - OTHER 63 COMMUNITY RELATIONS EVENT/ 31 ADVERTISING CAMPAIGN TELEVISION RADIO PRINT OUTDOOR ADVERTISING DIGITAL ADVERTISING 37 HYBRID DIVISION 37 INTERNAL COMMUNICATIONS 39 CONTENT MARKETING

NESHCo P. 9 LAMPLIGHTER2020 THE OWEN J. MCNAMARA AWARD The McNamara Award is a “best-of-the-best” recognition for writing. The recipient is selected annually from the winners of the NESHCo Lamplighter Awards writing competitions.

The award is a tribute to the late Owen J. McNamara, a NESHCo member who, in his career as a newspaper reporter and editor, senior public affairs manager at Boston University’s medical center and author, set the standard for clear, concise yet elegant writing that recognized the audience and context. McNamara also served as a writing mentor to several generations of NESHCo members.

How Massachusetts Can Help Fix The Doctor Burnout Crisis

After a timely study on the national rate of physician burnout came out, Solomon McCown & Cence recommended that Atrius Health write an op-ed advocating that Massachusetts take a greater leadership role in addressing the issue. We drafted and placed the piece on WBUR’s Cognoscenti platform.

Entrant: Sheridan Wachtel, Atrius Health with Solomon McCown & Cence

BEST IN NEW ENGLAND The Best in New England Award recognizes the outstanding achievement of a well-planned, exceptionally executed, total campaign.

The recipient is selected annually from the gold winners in the NESHCo Lamplighter Awards Total Campaign Division. All winners in this division are re-evaluated by additional judges who determine which campaign deserves the recognition as the Best in New England in the in-house and agency-produced categories.

Northern Light Acadia Hospital CARES Campaign

Northern Light Acadia Hospital created a series of videos and a comprehensive kit addressing youth mental health and wellness issues. It was created to help stem the rise in youth suicides by educating adults who work, or otherwise spend time with, youth. CARES stands for Child-Adolescent Resource and Educational Series.

Entrant: Alan Comeau, Northern Light Acadia Hospital

NESHCo P. 10 LAMPLIGHTER2020 SINGLE ITEM & SERIES DIVISION TELLS THE STORY BEHIND THE ENTRY WEBSITES: $100,000 or more

Joslin Diabetes Website

Joslin Diabetes Center’s sole focus is diabetes research towards a cure and the best available patient care and education for people with diabetes. Our website was technically outdated and did not reflect our mission. We built a completely new website showing our compassion, expertise and relentless pursuit of a cure.

Entrant: Katherine Delaney-Distaso, Joslin Diabetes Center with Primacy, Inc.

Newton-Wellesley Hospital Website

Following the launch of our new, Finding a Better Way brand, Newton-Wellesley Hospital (NWH) knew the website needed to be revamped. The redesign would ensure that the website aligned with the new brand, provide accurate and “easy-to-digest” information, and present NWH as an innovative, patient-focused organization.

Entrant: John Looney, Newton-Wellesley Hospital with MedTouch

WEBSITES: Less than $100,000

Cape Cod Healthcare: capecodhealth.org

Good website design is based on careful strategy. We planned the new capecodhealth.org with an eye to three goals: improving user experience, fully integrating our news website, Cape Cod Health News, and improving search for locations and physicians. The result is a modern site that achieves it all.

Entrant: Patricia Pronovost, Cape Cod Healthcare

NESHCo P. 11 LAMPLIGHTER2020 Northern Light Health Website Consolidation

Eastern Maine Healthcare Systems (EMHS) rebranded into Northern Light Health in 2018. Part of the rebranding process they consolidated 43 websites and associated microsites (approximately 16,000 webpages) under one website. This was accomplished with decreasing ineffective content and increasing the reach in brand awareness.

Entrant: Karen Cashman, Northern Light Health

Circle Health Website Redesign

Circle Health launched a new robust system website in November 2019. The internal web team worked closely with key stakeholders and physicians to identify site goals, develop a new site architecture, and ensure system services and expertise were promoted along with Circle Health’s role as our Community’s health system.

Entrant: Kimberley Weaver, Circle Health / Lowell General Hosptial

WEBSITES: Micro-Site

Review, Choose, Enroll: 2020 Open Enrollment Portal

Partners HealthCare Human Resources was tasked with improving the Open Enrollment customer experience and using an existing Service Now portal to more easily engage employees with information about their benefit options.

Entrant: Maureen Larkin, Partners HealthCare with APPOXIO

NESHCo P. 12 LAMPLIGHTER2020 SUCCESS ON A SHOESTRING

Foot & Ankle Campaign, Southern New Hampshire Health

This shoestring-budget campaign had the goal of driving new patients and internal referrals to the Podiatry practice, when it was noted that many patients (and primary care providers) may not have fully understood the nuances between foot and ankle conditions that can/should be treated by a podiatrist vs an orthopedist.

Entrant: Beth Short, SolutionHealth

“They come to us.”

The Massachusetts Health & Hospital Association creates a powerful and inspiring video about the mission of our community, featuring our members and executed by re- purposing publicly available video footage from members and other outlets, and royalty-free music.

Entrant: Catherine Bromberg, Massachusetts Health & Hospital Association

Serving the Unserved: Dr. Anna Tirado’s Story

Inspired by her own disability, Dr. Anna Tirado dedicated 20 years as Connecticut’s sole provider of gynecological services to women with profound physical and mental disabilities. An innovative plan was developed to showcase her extraordinary story, highlight care disparities, and inspire the next generation of providers - on a shoestring budget.

Entrant: Kimberly Thompson, Gaylord Specialty Healthcare

NESHCo P. 13 LAMPLIGHTER2020 SPECIAL EVENTS

Hippocratic Toast

The Hippocratic Toast was a reimagination of Newton- Wellesley Hospital’s traditional Medical Staff Recognition Dinner, at which physicians are honored for years of service to the organization. The event leveraged a playful brand throughout a coordinated communications campaign to drive participation and make the event appealing to physicians of all ages.

Entrant: John Looney, Newton-Wellsely Hosptial

The EMMie Awards - HHC goes Hollywood to promote engagement and recognize excellent customer service

Hartford HealthCare staged an event to rival a Hollywood opening, with velvet ropes, paparazzi, a red carpet, an appetizer buffet, cash bar and popcorn to recognize staff who created an extraordinary customer experience. Patient experience scores climbed following the event.

Entrant: Hilary Waldman, Hartford Healthcare

Gaylord Gauntlet 5K Trail and Obstacle Run

With more than 1,000 runners and tremendous statewide and national earned publicity, the sold-out 2019 Gaylord Gauntlet 5K Trail and Obstacle Run supported the Gaylord Adaptive Sports Association while calling attention to Gaylord’s successful outcomes and “Think Possible” spirit for those recovering from serious injuries and medically complex conditions.

Entrant: Kimberly Thompson, Gaylord Specialty Healthcare

NESHCo P. 14 LAMPLIGHTER2020 PUBLICATIONS: Annual Report In-House

Healthwise Magazine - A Year in Review: 2019

Ending a landmark year of new initiatives and community partnerships, Brattleboro Memorial Hospital searched for the right format to share their stories with the community. Combining annual statistics with engaging staff profiles, the hospital’s bi-annual print magazine was transformed into a special edition called the Year in Review 2019.

Entrant: Maeve Shaughnessy, Brattleboro Memorial Health

Care Dimensions 2018 Annual Report

Capturing the essence of an organization focused on advanced illness, death, and grief is challenging. To bring these taboo issues to life and compel donors to engage, the annual report highlighted patients and family stories to show how hospice and palliative care helped them make the most of every day.

Entrant: Jean Graham, Care Dimensions

2018 Northern Light Health Annual Report

In 2018, Northern Light Health released an annual report, featuring six videos celebrating the system’s rebrand and promoting our standard of unwavering excellence in caring for our Maine communities. Successful promotion resulted in the social media reach, impressions, and engaged users by between 15-50%.

Entrant: Karen Cashman, Northern Light Health

NESHCo P. 15 LAMPLIGHTER2020 PUBLICATIONS: General Publications In-House

Foundation for Healthy Communities Community Benefit Report

Every year, the Foundation for Healthy Communities creates a statewide summary of the community benefit activities conducted by New Hampshire hospitals through their uncompensated care, health education, programs and services in an effort to demonstrate the overall impact of hospitals’ investments in their communities.

Entrant: Vanessa Stafford, Foundation for Healthy Communities

Health Beat

A 25-bed rural hospital takes their lack luster community newsletter and transforms it into a community magazine that communicates important health information in a manner that invites people to read on.

Entrant: Kathleen Tarbox, Speare Memorial Hospital

For Your Health

For Your Health is a 16-page magazine produced in-house by Lowell General Hospital’s Marketing and Public Relations team. Packed with local stories and faces, bright photos, compelling content and dozens of programs, For Your Health has proven to be a vital resource for the hospital’s storytelling and marketing efforts.

Entrant: William Courtney, Lowell General Hospital

NESHCo P. 16 LAMPLIGHTER2020 PUBLICATIONS: General Publications Agency

Value Report, A new paradigm for health care service delivery

WCHN transformed from hospital-centric to a healthcare organization caring for residents across the full continuum. The Value Report serves as a valuable resource guide for industry leaders, colleagues and community partners highlighting our innovative advances, impact of our population health programs and applauds the collaborative efforts that led to success.

Entrant: Carol Brennan-Smith, Western Connecticut Health Network with Kathy Labieniec Graphic Deisgn

Memory Matters | The Newsletter of the Memory and Aging Program at Butler Hospital

The Memory and Aging Program at Butler Hospital is a worldwide leader in Alzheimer’s research. The Memory Matters newsletter serves to share the program’s latest research news and opportunities, the personal stories of those affected by the disease and profiles of those working within the program to find breakthrough treatments.

Entrant: Laura Dunn, Care New England with lauradunn.co

Harvard Medical School’s Donor Newsletter, Pulse

Harvard Medical School reimagined its donor newsletter into Pulse, a modern, magazine-style piece designed to reenergize its recipients with a fresh take on sharing the stories of donors whose gifts have a tangible impact on the School’s mission to improve health and well-being for all.

Entrant: Brandy Newlon, Harvard Medical School with Sametz Blackstone Associates

NESHCo P. 17 LAMPLIGHTER2020 PUBLICATIONS: Direct Mail In-House

Thundermist Health Center Donor Newsletter

Thundermist Health Center is working to engage and inform donors of their impact using direct mail. This newsletter was the first newsletter ever sent to donors. Donors were happy to learn more about the impact their support has on patients.

Entrant: Jessica Null, Thundermist Health Center

Neuroscience Community Education Mailer

This direct mail postcard, advertising three free educational events with doctors on neuroscience topics, was incredibly successful, driving maximum registration and resulting in a lengthy waiting list!

Entrant: Helayne Lightstone, Hartford HealthCare

PUBLICATIONS: Direct Mail Agency

CMC - New Movers Direct Mail Campaign

Targeting people moving into the Manchester, NH area, EVR developed an integrated promotional campaign to increase awareness of CMC’s three main service lines: Primary Care, the New England Heart & Vascular Institute (NEHVI) and Urgent Care.

Entrant: Jeff Eisenberg, Catholic Medical Center with EVR Advertising

NESHCo P. 18 LAMPLIGHTER2020 POTPOURRI

Hartford HealthCare eNewsletters

Hartford HealthCare’s e-newsletter program supports eleven e-newsletters, keeping our services top of mind for consumers. By regularly providing meaningful content to our customers, we have promoted our services and informed our customers about the latest health news. We beat the industry benchmark average every month, leading to 21,710 web referrals.

Entrant: Daniel Small, Hartford HealthCare

CRICO Strategies’ Online CBS Community

CRICO Strategies works with national captive and commercial medical professional liability insurers, hospitals, and health systems to help them improve patient care and reduce medical malpractice exposure. To facilitate communication and sharing of best practices among our clients, an online community platform—the online CBS Community—was launched in November 2019.

Entrant: Katharine Schuler, CRICO Strategies

Marking Up a New Inpatient White Board

When tools used to convey important patient information aren’t working, you think outside the box. With the help of community stakeholders, Northern Light Eastern Maine Medical Center marked up a new communication board that puts the patient, family, and care team in the box, and on the same page.

Entrant: Kris Currier, Northern Light Eastern Maine Medical Center

NESHCo P. 19 LAMPLIGHTER2020 Independence Legacy Society: Forever Caring

Mystic Valley Elder Services (MVES) always had a planned giving program but it was not a formal program. In 2019, it was decided that a formal program would be established. Called the Independence Legacy Society, MVES has put in place a campaign to market this new planned giving program.

Entrant: Shawn Middleton, Mystic Valley Elder Services

MEDIA RELATIONS In-House

Northern Light Eastern Maine Medical Center Welcomes New President

After a few years of transition, and amid a series of negative news stories, Northern Light Eastern Maine Medical Center welcomed its new president in 2019. Media outreach was an important strategy for introducing the new president to the community, but careful planning was needed to ensure a positive result.

Entrant: Kris Currier, Northern Light Eastern Maine Medical Center

Serving the Unserved: Dr. Anna Tirado’s Story

Entrant: Kimberly Thompson, Gaylord Specialty Healthcare

NESHCo P. 20 LAMPLIGHTER2020 Men’s Health: “How This Man Got Back Into the Gym After Being Paralyzed by a Motorcycle Accident”

Paralyzed in motorcycle accident in 2018, Gaylord Specialty Healthcare patient Jay Ross was chosen as the featured adaptive athlete of the 2019 Gaylord Gauntlet 5k Trail and Obstacle Run fundraiser. The Gaylord team used an unconventional pitch to land a Men’s Health feature article demonstrating his “Think Possible” spirit.

Entrant: Kimberly Thompson, Gaylord Specialty Healthcare

MEDIA RELATIONS Agency

Health Progress article on Patient Safety

Kim Hollon, CEO of Signature Healthcare, is on a crusade to improve patient safety at hospitals across America. He wants to challenge his peers to step up and take this problem serious. As many as 400,000 people die in US hospitals each year due to preventable medical errors.

Entrant: Daniel Dunlop, Signature Healthcare with Jennings

The Bold Moves of Steve Strongwater in Modern Healthcare

Solomon McCown & Cence helped Atrius Health tell its story about staying independent amid a changing health care environment by securing a profile for its President & CEO in Modern Healthcare’s Bold Moves column, a series dedicated to sharing the leadership strategies of industry executives across the country.

Entrant: Sheridan Wachtel, Atrius Health with Solomon McCown & Cence

NESHCo P. 21 LAMPLIGHTER2020 Modern Healthcare Patient Safety Cover Story

Kim Hollon, CEO of Signature Healthcare, is on a mission to improve patient safety at hospitals across America. He wants to challenge his peers to step up and take this problem serious. As many as 400,000 people die in US hospitals each year due to preventable medical errors.

Entrant: Daniel Dunlop, Signature Healthcare with Jennings

CRISIS COMMUNICATIONS

Hartford HealthCare response to Bradley Airport plane crash

When a World War II aircraft crashed at Bradley International Airport in Connecticut, Hartford HealthCare’s communications team was put to the test as they were bombarded by media far and wide, including CNN, the New York Times, Good Morning America and beyond. They were up to the task.

Entrant: Shawn Mawhiney, Hartford HealthCare

BLOG/VLOG

BHN NewsDesk

Through the BHN NewsDesk blog, the Behavioral Health Network offers expertise, insight, inspiration and sparks continued conversation around challenging topics in mental health and addiction.

Entrant: Amanda Nappi, Hartford HealthCare Behavioral Health Network

NESHCo P. 22 LAMPLIGHTER2020 Live Well Lamoille Community Health Blog

Copley Hospital recognizes that in order to address population health, it will need to unite community and public health organizations in a shared effort. To that end, Copley launched a collaborative blog, bringing together community partners. “Live Well Lamoille” encourages residents of Lamoille County, Vermont to make healthy choices.

Entrant: Daniel Dunlop, Copley Hosptial

VIDEO: Short Format Series In-House

Advances in Health Series

Advances in Health is a newer segment that highlights strategic topics in a really simple format, with a clear goal: to educate the public about the expertise you will only find at Hartford HealthCare.

Entrant: Rebecca Stewart, Hartford HealthCare

Connect to Healthier

‘Connect to Healthier’ is a newer segment that highlights strategic topics in a patient-centered video format, with a clear goal: to educate the public and a targeted community about the expertise you will only find at Hartford HealthCare. From a branding perspective, this is broadcast statewide each week on NBC

Entrant: Rebecca Stewart, Hartford HealthCare

NESHCo P. 23 LAMPLIGHTER2020 Cardiac Surgery

These videos feature the expertise and advanced technology provided by Cardiac Surgery at Cape Cod Healthcare. What makes them effective is the authenticity of the message, featuring our physicians and our patients – educating viewers of the cardiac surgery services available to them, here, close to home.

Entrant: Jeanne Sarnosky, Cape Cod Healthcare

Short-Format Series: UConn Health Minute

UConn Health successfully partnered with CPTV this year to produce minute-long educational segments about a variety of health topics. The videos are produced by the UConn Health multimedia team and aired on CPTV once a week immediately following the PBS News Hour.

Entrant: Catherine Cannon, UConn Health

VIDEO: Short Format Series Agency

CMC - Primary Care Social Videos

Catholic Medical Center was looking to elevate awareness of the Primary Care service line, boost patient growth and promote Primary Care services under the umbrella of the Master CMC Brand by building off the current iteration of the messaging “Where heart meets health.”

Entrant: Jeff Eisenberg, Catholic Medical Center with EVR Advertising

NESHCo P. 24 LAMPLIGHTER2020 I’m a Cooley Baby Video

People from around the region are invited to share their pride in being a Cooley Baby. These are people leading different lives who have one thing in common: where they were born. Using videography, we capture brief vignettes from people born at Cooley Dickinson Hospital and those who love them.

Entrant: Kelly Charest, Cooley Dickinson Heath Care with Communicators Group

Cape Cod Healthcare: Introducing Epic

These videos introduce the Epic medical records system to our employees, donors, new hires – and introduced the Epic team to who we are. Featuring our own staff describing this new way to serve our community with a one patient-one record approach to care brought vibrance and vitality to the message.

Entrant: Patricia Pronovost, Cape Cod Healthcare with Pierce-Cote – A Regan Communications Company

VIDEO: Single Video - Patient In-House

Gene Therapy Trial for Glycogen Storage Disease

“I’m not a prisoner in my own body anymore” proclaimed Jerrod Watts, the first patient in the world to receive a novel gene therapy for glycogen storage disease. UConn Health was the site of the one-year clinical trial and the positive results were beyond anyone’s expectations.

Entrant: Catherine Cannon, UConn Health

NESHCo P. 25 LAMPLIGHTER2020 Charlie’s Angels of South Shore Hospital

South Shore resident Maryellen Basham never imagined she would give birth at a hospital South of Boston, but when complications worsened on the ride to her choice hospital, she discovered world-leading expertise closer than expected at South Shore Hospital, where a team of experts stepped in to provide lifesaving support.

Entrant: David Reilly, South Shore Health

Edwin’s Spinal Cord Injury Story

Gaylord Specialty Healthcare is a nonprofit rehabilitation- based healthcare system that provides inpatient and outpatient care. We use video as a way for our patients to share their compelling and inspiring stories of hope and recovery and to visually and audibly demonstrate the kinds of care offered at Gaylord.

Entrant: Kimberly Thompson, Gaylord Specialty Healthcare

VIDEO: Single Video - Patient Agency

Steve Lovell Patient Story

Looking to grow patient volume and the organization’s reputation within key services (Primary Care, in this case), Signature Healthcare looked for a way to promote these services with credibility and authenticity. The organization felt that a series of patient videos would be the ideal tool to meet its objectives.

Entrant: Daniel Dunlop, Signature Healthcare with Jennings

NESHCo P. 26 LAMPLIGHTER2020 Women’s Specialty Center Video

Stamford Hospital Foundation annual fundraising gala featured this video to raise money for the Women’s Specialty Center.

Entrant: Christina DiBona, Stamford Health with Beard & Bowler

VIDEO: Single Video - Physician Agency

The PPOC’s 20th Anniversary Video

The Pediatric Physicians’ Organization at Children’s worked with Greenlight Interactive to create a video showcasing the voices of PPOC membership, to support the positive image and awareness of the PPOC, and to commemorate the organization’s 20th anniversary. The video was shown at the 20th anniversary gala in October 2019.

Entrant: Emmy Elguizaoui, Pediatric Physicians’ Organization at Children’s with Greenlight Interactive

Meet Dr. Wern Ong, Family Medicine Physician

This video, featuring Dr. Wern Ong of Signature Healthcare, is one of a series of videos that are part of Signature’s comprehensive physician marketing program. The program is designed to retain physicians currently employed by Signature, grow their patient panels, and attract new physicians to the team.

Entrant: Daniel Dunlop, Signature Healthcare with Jennings

NESHCo P. 27 LAMPLIGHTER2020 Meet Dr. Reve Shields, Medical Oncologist

This video, featuring Dr. Reve Shieds of Signature Healthcare, is one of a series of videos that are part of Signature’s comprehensive physician marketing program. The program is designed to retain physicians currently employed by Signature, grow their patient panels, and attract new physicians to the team.

Entrant: Daniel Dunlop, Signature Healthcare with Jennings

VIDEO: Single Video - Other In-House

IMAGINE video

In 2019, the theme of Dana-Farber’s Presidential Visiting Committees Symposium (VC) was “Through the Patient Lens,” with a specific focus on pediatric cancer. This video was created to highlight the advancements that have been made in pediatric cancer treatment thanks to the groundbreaking research at Dana-Farber Cancer Institute.

Entrant: Joyce Gallagher, Dana-Farber Cancer Institute

“Your Impact Action” Video

Dana-Farber Cancer Institute and the Jimmy Fund thanked donors for FY2018 gifts totaling $280.2 million, with a lively, animated video showing their Impact in Action—highlights of advances in cancer research and patient care made possible by their generosity.

Entrant: Joyce Gallagher, Dana-Farber Cancer Institute

NESHCo P. 28 LAMPLIGHTER2020 EMS Opioid Reporting Project

To stay a step ahead of the opioid epidemic, UConn Health is part of a collaboration that tracks crucial data and creates an early warning system to alert the public to overdose spikes. The EMS Opioid Reporting Project video helped educate EMS and the public about this important lifesaving initiative.

Entrant: Catherine Cannon, UConn Health

The Grayken Center for Treatment at South Shore Health

South Shore Health aimed to educate our region about the newly-established Grayken Center for Treatment which offers comprehensive behavioral health and substance use disorder (SUD) services. We produced a video about three community members deeply impacted by behavioral health and SUD and why the Grayken Center is vitally needed.

Entrant: David Reilly, South Shore Health

VIDEO: Single Video - OTHER Agency

Lawrence General “Takes to the Streets” Video

Due to an aging population and higher than average rate of diabetes in the region, Lawrence General projects a 14% increase in the incidence of heart and vascular disease in their area over the next seven years. Lawrence General developed the Heart and Vascular Center as a resource for patients.

Entrant: Daniel Dunlop, Lawrence General Hospital with Jennings

NESHCo P. 29 LAMPLIGHTER2020 Robotic-Assisted Knee Replacement Surgery Video

In June 2019, Lawrence General introduced state-of-the-art, minimally-invasive, robot-assisted total and partial knee- replacement surgery. This advancement transforms the way total and partial knee replacements are performed. The Mako robot is the first robotic surgery technology offered at Lawrence General and provides patients many benefits compared to conventional knee replacement methods.

Entrant: Daniel Dunlop, Lawrence General Hosptial with Jennings

2019 Boston Marathon® Jimmy Fund Walk Thank You Video

The Boston Marathon® Jimmy Fund Walk created a video to thank event participants for walking and highlight moments of the day that showcase the event’s immense spirit. The team worked hard to ensure the video balanced the fun of the day with the emotional experience of a cancer-related walk.

Entrant: Joyce Gallagher, Dana-Farber Cancer Institute with ELEMENT

Signature Healthcare Internal Patient Safety Video

In a safety assessment, employees of Signature Healthcare were asked about the priorities of the hospital’s leadership. Surprisingly, patient safety was low on the list of their responses. This was a jolting revelation. This video for internal audiences is one element of Signature’s campaign to create a culture of safety.

Entrant: Daniel Dunlop, Signature Healthcare with Jennings

NESHCo P. 30 LAMPLIGHTER2020 ADVERTISING: TELEVISION In-House

Charlotte Hungerford Hospital TV: More Expertise. More Access.

This TV spot was the first in many years to promote the expertise and easy access to a small community hospital in Northwestern Connecticut. It focused on the longstanding ties to the community and the uniqueness of the area.

Entrant: Helayne Lightstone, Hartford HealthCare

Is Alcohol Affecting Your Life?

This dramatic TV spot for an alcohol treatment program focuses on the effects of alcohol abuse on the family of the abuser, from the viewpoint of a frightened child.

Entrant: Helayne Lightstone, Hartford HealthCare

ADVERTISING: TELEVISION Agency

Go, go, go! Tallwood Men’s Health TV

This campaign, on a touchy and often taboo subject for men, took a carefully light touch to address two common men’s health problems, sexual function and urinary difficulties.

Entrant: Helayne Lightstone, Hartford HealthCare with Adams & Knight

NESHCo P. 31 LAMPLIGHTER2020 CarePartners of Connecticut “Created with Doctors” TV

As a new Medicare insurance brand, CarePartners of Connecticut was challenged with enrolling new members due to the audience taking a “wait-and-see” approach. Our challenge was to create an integrated campaign introducing a new Medicare Advantage brand while achieving aggressive enrollment goals.

Entrant: Tricia MacKenzie, CarePartners of Connecticut with MERGE

Clinical Recruitment TV Spot - Brattleboro Memorial Hospital

As Brattleboro Memorial Hospital sought to adapt to the challenge of a retiring workforce, the organization searched for an effective recruitment strategy with a specific focus upon clinical positions. A television commercial featuring a variety of employees was never-before-seen for the local audience and gave BMH a needed edge.

Entrant: Maeve Shaughnessy, Brattleboro Memorial Hosptial with Mondo Mediaworks

ADVERTISING: RADIO In-House

Hartford HealthCare at Home Hospice Recruitment

This radio spot seeks to recruit nurses for a difficult and specialized job--hospice nursing--and helped to achieve a recruitment goal.

Entrant: Helayne Lightstone, Hartford HealthCare

NESHCo P. 32 LAMPLIGHTER2020 “What Is Your Why?” Recruitment Campaign

“What Is Your Why?” themed staff testimonial recruitment radio campaign that captures the reasons why members of the Visiting Nurse and Hospice for Vermont and New Hampshire (VNH) team love their jobs and working for VNH providing home-based care.

Entrant: Danielle DeVost, Visiting Nurse and Hospice for Vermont and New Hampshire (VNH)

ADVERTISING: RADIO Agency

Care Dimensions 2019 Brand Awareness Radio

Care Dimensions wanted to change people’s perception that individuals receiving hospice care are simply waiting to die. Care Dimensions services help to remove many of life’s daily burdens for patients, freeing people up to live the way they want to.

Entrant: Leo Rice, Care Dimensions with Leo Rice Creative

ADVERTISING: PRINT In-House

Proud to be at Backus

These ads focus on the pride people feel by working at Backus Hospital and serving the local community. The ads featured real people, talking about their connection to the hospital, their work, and the patients they serve.

Entrant: Helayne Lightstone, Hartford HealthCare Backus Hosptial

NESHCo P. 33 LAMPLIGHTER2020 ADVERTISING: OUTDOOR ADVERTISING In-House

Self Care Billboard

UConn Health runs billboards all year long, changing them monthly to timely, topical subjects. For breast cancer awareness month, the aim was to encourage women to schedule a mammogram as part of their self-care.

Entrant: Catherine Cannon, UConn Health

1-800-HOMECARE Billboard

This simple billboard relies on the strength of the 1-800-HOMECARE phone number to promote extensive and varied home healthcare services throughout the state of Connecticut.

Entrant: Helayne Lightstone, Hartford HealthCare

ADVERTISING: OUTDOOR ADVERTISING Agency

Hartford HealthCare Men’s Health Billboard

Think men don’t seek healthcare? Think again. Hartford HealthCare turned this popular theory on its head with its Men’s Health campaign, one of the most visible and successful campaigns in our history. Billboards played a major role.

Entrant: Shawn Mawhiney, Hartford HealthCare with Adams & Knight

NESHCo P. 34 LAMPLIGHTER2020 We’re now in Fairfield County

This outdoor campaign used major traffic and train throughfares on commuter routes into Southern Connecticut and New York City to announce the arrival of Hartford HealthCare in Fairfield County.

Entrant: Helayne Lightstone, Hartford HealthCare with Adams & Knight

“Breath Easy” Lung Cancer Screening Booth at the American Folk Festival

Maine has one of the highest lung cancer rates in America – 30% above the national average. Lung cancer screenings are critically important to Mainers. Northern Light Eastern Maine Medical Center’s presence at the American Folk Festival brought attention to the program in a creative and fragrant way.

Entrant: Kris Currier, Northern Light Eastern Maine Medical Center with Karsh Hagen

ADVERTISING: DIGITAL ADVERTISING In-House

Urgent Care Holiday Ad, Elliot Health System

The holiday season can be unpredictable - this digital ad was designed to run on regional news sites from Thanksgiving thru the beginning of January to drive volume to (3) Urgent Care Centers.

Entrant: Beth Short, SolutionHealth

NESHCo P. 35 LAMPLIGHTER2020 Live Nation Digital Marketing Partnership

Looking to connect with our local communities in a unique way, in 2019 Hartford HealthCare found an unexpected partner in LiveNation- enabling us to marry the positive experience of concert venues with strategic service line advertising. We leveraged the power of positive experiences and digital targeting technologies to activate consumers.

Entrant: Daniel Small, Hartford HealthCare

ADVERTISING: DIGITAL ADVERTISING Agency

Hartford HealthCare Tallwood Men’s Health Digital Campaign

We generated 241 confirmed appointments for men’s health services available through Hartford HealthCare’s Tallwood Urology & Kidney Institute, including at our new Farmington facility using digital strategies. Our campaign is aimed at men, but targeted mainly at wives, mothers, sisters, daughters...and others who want guys to take better care of themselves.

Entrant: Daniel Small, Hartford HealthCare with Adams & Knight

Lawrence General Heart and Vascular Digital Campaign

Entrant: Daniel Dunlop, Lawrence General Hosptial with Jennings

NESHCo P. 36 LAMPLIGHTER2020 Signature Healthcare Weight & Wellness Digital Marketing

Signature Healthcare’s Weight & Wellness program had lost momentum during a period with relatively little marketing. When supporting a bariatric surgery program, it is essential to keep the pipeline full by generating attendance at monthly information sessions. This digital campaign helped breathe new life into the program.

Entrant: Daniel Dunlop, Signature HealthCare with Jennings

HYBRID DIVISION INTERNAL COMMUNICATIONS In-House

Foundation Weight Management Program, Southern New Hampshire Health

The Foundation Weight Management Program was launched in the fall 2019 and needed a soft, internal start - the marketing team’s challenge was to design a collateral piece, intended for primary care providers to refer eligible, interested patients into the program.

Entrant: Beth Short, SolutionHealth

Hartford HealthCare -- Scoop employee newsletter

As Hartford HealthCare continued to grow, so did its number of system support employees. The time had come to transform a quarterly newsletter designed in Word to a monthly, electronic publication that now has the highest readership -- nearly 80 percent -- of any employee newsletter in the healthcare system.

Entrant: Shawn Mawhiney, Hartford HealthCare

NESHCo P. 37 LAMPLIGHTER2020 BHNews

BHNews is the Hartford HealthCare Behavioral Health Network’s weekly newsletter to more than 2,000 employees across 25-plus sites.

Entrant: Amanda Nappi, Hartford HealthCare Behavioral Health Network

INTERNAL COMMUNICATIONS Agency

Signature Healthcare Internal Patient Safety Video

Entrant: Daniel Dunlop, Signature Healthcare with Jennings

Spectrum Orthopedics Internal Brand Launch Video

Spectrum is a multi-specialty, physician-owned medical group. One of the challenges they face is their lack of integration of all services, most specifically Orthopaedics. The many Orthopaedic practices had kept their identities, which led to multiple practice names and logos in the marketplace. This led to patient and consumer confusion.

Entrant: Daniel Dunlop, Spectrum Healthcare Paterners with Jennings

NESHCo P. 38 LAMPLIGHTER2020 CONTENT MARKETING In-House

Cape Cod Health News

Digital is the way to deliver news. Cape Cod Healthcare learned how our audience seeks their healthcare information and we delivered Cape Cod Health News, a digital blog and weekly enewsletter sent to more than 55,000. Our next step was clear: Integrate this unique content to our corporate website.

Entrant: Patricia Pronovost, Cape Cod Healthcare

Welcome Class of 2023

UConn Health welcomed its largest classes in both the UConn School of Medicine and UConn School of Dental Medicine with a video compilation of every future doctor’s or dentist’s face, for a total 164 photos in 43 seconds.

Entrant: Catherine Cannon, UConn Health

JEFF FLAKS REACTS

We wanted to create a new way to communicate now that we had a new CEO in the organization. We decided to use video in new and unique ways- and create a new and engaging communication tool.

Entrant: Rebecca Stewart, Hartford HealthCare

NESHCo P. 39 LAMPLIGHTER2020 Hartford HealthCare Health News Hub Blog

The Hartford HealthCare Health News Hub is the engine that powers our written content marketing, delivering 124 unique marketing campaign leads, 324,000 public web sessions on the News Hub and integrated HHC websites as well as an additional 121,000 web sessions through our Intranet news integration.

Entrant: Daniel Small, Hartford HealthCare

CREATIVE (VISUAL) DESIGN & PHOTOGRAPHY Photography In-House

The Boston Marathon® Jimmy Fund Walk Large Poster

Working to infuse the spirit of our event into our marketing materials, the creative team behind the Boston Marathon® Jimmy Fund Walk pivoted the photography direction towards the emotional, loving, and joyful, resulting in a more inspiring representation of Walk day.

Entrant: Joyce Gallagher, Dana-Farber Cancer Institute

The Boston Marathon® Jimmy Fund Walk General Ad

Entrant: Joyce Gallagher, Dana-Farber Cancer Institute

NESHCo P. 40 LAMPLIGHTER2020 The Boston Marathon® Jimmy Fund Walk Small Poster

Entrant: Joyce Gallagher, Dana-Farber Cancer Institute

Photography Agency

Emerson Hospital Cancer Photography

With its Cancer Center campaign, Emerson Hospital sought to increase awareness that, through a partnership with Massachusetts General Hospital, Emerson offers access to world-class, high-quality specialty care close to home without the need to drive to Boston.

Entrant: Daniel Dunlop, Emerson Hospital with Jennings

Spectrum Healthcare Brand Photography

Entrant: Daniel Dunlop, Spectrum Healthcare Partners with Jennings

NESHCo P. 41 LAMPLIGHTER2020 EXCELLENCE IN WRITING: Blog In-House

Syrian Refugee Travels Long Road to Freedom

Marketing Manager Steve Coates writes the story of Ayman Al Hariri , a Syrian refugee and former middle school teacher in his native land, who left the war-torn nation with his wife and children and has found a home and new job at Windham Hospital.

Entrant: Steve Coates, Hartford HealthCare

Nutritional Psychiatry: Mental Health from a Nutrition and Lifestyle Perspective

Most people have heard the expression “you are what you eat” and think about how what they eat affects their physical health, but could food be affecting mental health too? That’s why clinician-researcher, Umadevi Naidoo, MD, researches and practices Nutritional Psychiatry.

Entrant: Gloria Rosado, Mass General Research Institute

Healing for a 50-Year-Old Wound is Found Close to Home

As a teenager, Richard was wounded in combat in Vietnam. That wound got infected, and he carried open wounds on his leg for 50 years. This post tells the story of how a chance hospital visit, a referral, and experimental treatment led to healing — in more ways than one.

Entrant: David Reilly, South Shore Health

NESHCo P. 42 LAMPLIGHTER2020 EXCELLENCE IN WRITING: Blog Agency

Blog Post: Exercising in Post-Menopausal Women

In 2011, Signature Healthcare and Floating Hospital for Children launched their mommy blog. Eight area moms contribute posts. The objective of the blog is to connect Signature Healthcare and its pediatric partner with moms in southeastern Massachusetts. This post is indicative of the quality content shared on the blog.

Entrant: Daniel Dunlop, Signature Healthcare with Jennings

Blog Post: How To Support Our Nervous Kids

Entrant: Daniel Dunlop, Signature Healthcare with Jennings

CrossFitting for a Cure: How One Woman Is Turning Fear Into Action in The Fight Against Alzheimer’s

Tracie Kurczy-Lussier has lost 7 family members to early-onset Alzheimer’s. This piece tells the story of her courageous efforts to fight back through participation in research and by using physical fitness as a means to delay or prevent the disease in herself while also raising money for the cause.

Entrant: Laura Dunn, Care New England with lauradunn.co

NESHCo P. 43 LAMPLIGHTER2020 EXCELLENCE IN WRITING: Featured Articles

The Science of Medicine

With New Hampshire ranking as having the second highest rate of opioid-related deaths in the nation, Speare Memorial Hospital understood the importance of crafting a feature story in their community magazine that took aim at misconceptions and educated their regional readership about the science of addiction.

Entrant: Kathleen Tarbox, Speare Memorial Hosptial

Syrian Refugee Travels Long Road to Freedom

Marketing Manager Steve Coates writes the story of Ayman Al Hariri, a Syrian refugee and former middle school teacher in his native land, who left the war-torn nation with his wife and children and has found a home and new job at Windham Hospital.

Entrant: Steve Coates, Hartford HealthCare

Handled With Care

“Handled With Care,” a feature story by Kim Krieger in the Fall 2019 issue of UConn Health Journal, tells the story of a patient’s journey through UConn Health’s Breast Cancer Program, conveying the warmth and pleasantness of a comprehensive program that puts the patient at the center.

Entrant: Catherine Cannon, UConn Health

NESHCo P. 44 LAMPLIGHTER2020 EXCELLENCE IN WRITING: Other In-House

Healthwise Magazine - A Year in Review: 2019

Entrant: Maeve Shaughnessy, Brattleboro Memorial Hosptial

Gun Violence

In direct partnership with Newton-Wellesley Hospital’s President, the communications team committed to communicating with all employees following each episode of gun violence—to create an emotional connection with employees during national tragedies, encourage discussion and provide the President’s view of gun violence of a public health crisis.

Entrant: John Looney, Newton-Wellesely Hostpital

Surprise billing op-ed

“Cutting through the clutter on surprise billing”: The Massachusetts Health & Hospital Association (MHA) teams up with the state’s medical society to produce a compelling op-ed that offers a creative, arbitration-based solution for a hot-button issue: surprise billing. Job #1 - get patients out of the crossfire.

Entrant: Catherine Bromberg, Massachusetts Health & Hospital Association

NESHCo P. 45 LAMPLIGHTER2020 EXCELLENCE IN WRITING: Other Agency

Ball Consulting Group for Sherrill House: Nailing a Rung Into Nursing Home Career Ladder

Ball Consulting Group, LLC identified an opportunity for Sherrill House’s CEO to write an op-ed about a model solution that the Boston nursing home developed to address its chronic staffing challenges while at the same time helping key staff improve their pay and advance their nursing careers.

Entrant: David Ball, Sherrill House with Ball Consulting Group, LLC

Traffic Congestion is a Health Hazard

Solomon McCown & Cence identified Massachusetts congestion coverage as an opportunity for Southcoast Health’s President and CEO Keith Hovan to advocate for regional equity and demonstrate their position as a premier community health system offering “big city” care. Hovan’s byline, “Traffic congestion is a health hazard,” ran in CommonWealth Magazine.

Entrant: Sheridan Wachtel, Southcoast Health with Solomon McCown & Cence

Award: Owens J. Macnamara EXCELLENCE IN WRITING How Massachusetts Can Help Fix The Doctor Burnout Crisis

Entrant: Sheridan Wachtel, Atrius Health with Solomon McCown & Cence

NESHCo P. 46 LAMPLIGHTER2020 DESIGN: Printed Piece In-House

Tackling employee engagement with an awards and recognition calendar

Most employers understand the importance of high employee engagement. To help employees feel acknowledged, appreciated, and valued, Northern Light Eastern Maine Medical Center produced a high quality, full color 12-month calendar outlining professional recognitions, holidays, key hospital events, and more, featuring beautiful photos taken by their own employees.

Entrant: Kris Currier, Northern Light Eastern Maine Medical Center

Hartford HealthCare Behavioral Health Network Student Art Calendar

The Hartford HealthCare Behavioral Health Network (BHN) is Connecticut’s leading providers of addiction and mental health services. The annual student art calendar has become a highly anticipated release over the years and helps to keep the BHN top-of-mind for facilitators who specialize in helping special needs students.

Entrant: Sal DiNino, Hartford HealthCare

Your Guide to Finding a Living Kidney Donor

Hartford HealthCare’s Guide to Finding a Living Kidney Donor is a powerful and thought-provoking tool that arms the hospital’s transplant candidates with critical information to help them find a living kidney donor - ultimately allowing them to get transplanted faster and enjoy more healthy years with their loved ones.

Entrant: Pamela Cruz, Hartford HealthCare

NESHCo P. 47 LAMPLIGHTER2020 HMS Alumni Affairs and Development 2019 Holiday Card

HMS’s AAD Holiday Card features a two-sided, festive illustration of HMS’s Quad in snow. On the front, a snowman and squirrel wear iconic medical school white coats with the greeting, “A White Coat of Snow Covers the Quad.” The back depicts a peaceful aerial view with room for staff signatures.

Entrant: Brandy Newlon, Harvard Medical School

DESIGN: Printed Piece Agency

SVHC Foundation Prospectus

SVMC was founded in 1916 and many of the originally buildings and are still in use, constraining operational efficiency and hampering modern care delivery. The goal of Vision 2020 is to raise funds from high-net worth individuals to transform the facility into a modern health system for the future.

Entrant: Daniel Dunlop, Southwestern Vermont Health Care with Jennings

Amoskeag Health Brand Manual

MCHC merged with Child Health Services. Most employees believe they are still two separate organizations with different cultures. Now that the two entities are merged as one, rebranding is needed to better reflect who they are, unite the organizations, and prevent confusion with other healthcare brands in the community.

Entrant: Daniel Dunlop, Amoskeag Health with Jennings

NESHCo P. 48 LAMPLIGHTER2020 DESIGN: Logo Design In-House

Cape Cod Healthcare: Vision 20/22

Vision 2022 is Cape Cod Healthcare’s largest strategic initiative to date. Building a new patient tower, implementing the Epic EMP system and celebrating the 100th Anniversary of Cape Cod Hospital called for a cohesive, dynamic logo series to carry our message of progress to employees and the Cape Cod community.

Entrant: Patricia Pronovost, Cape Cod Health

DESIGN: Logo Design Agency

Amoskeag Health Logo Design

Entrant: Daniel Dunlop, Amoskeag Health with Jennings

New Brand Identity for Pathology Group

Reardon+Stewart re-imagined the brand potential of a pathology group serving Massachusetts and Connecticut hospitals and providers. We designed a new logo -- an abstract representation of the interior view of a microscope -- and took it to the next level by animating it for the website so it gradually comes into focus.

Entrant: Nancy Stewart, Eastern Connecticut Pathology Consultants with Reardon + Stewart Digital Marketing

NESHCo P. 49 LAMPLIGHTER2020 CAMPAIGN DIVISION Public Relations In-House

Creating a system-wide newsletter strategy to promote employee engagement

To promote employee engagement Hartford HealthCare created an engaging, timely, relevant, predictable and measurable way to reduce email overload, while helping employee get informed.

Entrant: Hilary Waldman, Hartford HealthCare

Communicating “Think Possible”: Gaylord Sports Association Campaign

The Gaylord Sports Association helps physically and visually impaired adults get back into the game of life through adaptive sports. Gaylord PR staff set forth – and met – an aggressive goal to expand the program’s media exposure and establish the Sports Association as an important extension of the Connecticut healthcare landscape.

Entrant: Kimberly Thompson, Gaylord Specialty Healthcare

Communicating “Think Possible”: Gaylord Gauntlet Public Relations Campaign

The Gaylord Gauntlet is a one-of-a-kind fundraiser, brimming with inspiring and fascinating stories. Gaylord PR staff strategically crafted a multi-faceted media campaign employing tactics as unique as the event itself to achieve national and local coverage, and raise awareness of Gaylord’s “Think Possible” spirit.

Entrant: Kimberly Thompson, Gaylord Specialty Healthcare

NESHCo P. 50 LAMPLIGHTER2020 Public Relations Agency

Leading the Call for Value-based Care

While many health care organizations resisted moving away from fee-for-service, Atrius Health and Solomon McCown & Cence planned and executed a thought leadership campaign to advocate for a faster shift to value-based care in the industry, promoting the organization’s successes in using this model.

Entrant: Sheridan Wachtel, Atrius Health with Solomon McCown & Cence

Provider/Employee, Retention & Referral Generation In-House

Cape Cod Healthcare Hospitalists Campaign

Hospitalists provide exceptional inpatient care at Cape Cod Healthcare. Our hospital-based physicians lead a team of clinical professionals to provide coordinated care, 24/7. We highlighted the Hospitalists’ central role in patient treatment and recovery. As front-line internal medicine professionals, we featured the attentive, personalized care Hospitalists provide every day.

Entrant: Patricia Pronovost, Cape Cod Healthcare

Employee Referral Bonus, Southern New Hampshire Health

Faced with competition from many local healthcare facilities, Southern New Hampshire Health had multiple hard-to-fill positions (both clinical and non-clinical) - this internal campaign generated referrals from employees who were eager to have their “friends today, become their colleagues tomorrow”.

Entrant: Beth Short, SolutionHealth

NESHCo P. 51 LAMPLIGHTER2020 PDGM Home Health Care’s New Payment System

The Patient Driven Grouping Model is the biggest change to home health care reimbursement in 20 years and requires paperwork weary referring partners to provide much more detailed information. The VNA & Hospice of the Southwest Region wanted to prepare partners in advance by creating educational materials.

Entrant: Bernadette Robin, VNA & Hospice of Southwest Region

Provider/Employee, Retention & Referral Generation Agency

Signature Healthcare Physician Retention and Recruitment Campaign

This video campaign is part of Signature’s comprehensive physician marketing program. The program is designed to retain physicians currently employed by Signature, grow their patient panels, and attract new physicians to the team.

Entrant: Daniel Dunlop, Signature Healthcare with Jennings

MARKETING: Service Line Marketing In-House

Neurosciences at Cape Cod Healthcare

Cape Cod Healthcare educates the community and providers about the expertise, advanced technology and leading-edge services provided by our Neurosciences professionals. This campaign is effective because of the authenticity of the message, featuring our physicians, our staff, our patients’ families – educating viewers they can receive exceptional care close to home.

Entrant: Jeanne Sarnosky, Cape Cod Healthcare

NESHCo P. 52 LAMPLIGHTER2020 Primary Care Thundermist of South County

Thundermist’s South County location hired four new providers to meet the needs of new patients. With four new providers, we began promoting and updating our provider bio format in the process. We aimed to get the message out about new providers to the community of South County in every platform.

Entrant: Lauren Tait, Thundermist Health Center

SVMC Orthopedics Restoring Active Lifestyles Campaign

Southwestern Vermont Health Care (SVHC) used a comprehensive rebranding campaign and a service- driven educational event series to reintroduce the practice and introduce two new top-notch physicians to each of its unique communities. The aim was to increase appointments, and it worked.

Entrant: Ashley Jowett, Southwestern Vermont Health Care

Hartford HealthCare HealthCenter in Cheshire

Hartford HealthCare opened a new HealthCenter in Cheshire in 2019 - bringing more services to the town and region - and a need to communicate those capabilities to the community. This campaign touched the community in many ways - from traditional media to a unique sponsorship that brought the community together through cycling.

Entrant: Amanda Blaszyk, Hartford HealthCare

NESHCo P. 53 LAMPLIGHTER2020 Health Express: Part of South Shore Health

Our assignment was positioning and growing Health Express as an integral South Shore Health service line. With the urgent care industry growing rapidly, we had to differentiate Health Express, and educate our community about the benefits of Health Express. We developed and executed a plan to accomplish these objectives.

Entrant: David Reilly, South Shore Health

Weight Loss Surgery Center

Medical science has determined that weight loss surgery saves lives. The marketing department at this small hospital was charged with getting those at risk to attend an info session. This required comprehensive service line marketing efforts in a rural town with little radio reception, spotty internet, and no local television.

Entrant: Kathleen Tarbox, Speare Memorial Hospital

Cape Cod Healthcare Women’s Health - October Breast Cancer Awareness Month Campaign

Early detection saves lives. Our 2019 October Breast Cancer Awareness Month (BCAM) campaign focused on awareness and education about 3D mammography, while showcasing our comprehensive breast care services. A clear call to action provided patients with efficient access to an online scheduling request form for an annual screening mammogram.

Entrant: Julie Badot, Cape Cod Healthcare

NESHCo P. 54 LAMPLIGHTER2020 MARKETING: Service Line Marketing Agency

Bone & Joint Institute Hip & Knee Campaign

When you need a hip or knee replacement, why not have it at a hospital dedicated to performing them at the highest level? This was the theme behind the Bone & Joint Institute’s latest joint replacement campaign - showcasing where hips and knees have their very own exclusive destination.

Entrant: Pamela Cruz, Hartford HealthCare with Adams & Knight

“Breathe Easy” Lung Cancer Screening Program at Northern Light Eastern Maine Medical Center

Maine has one of the highest lung cancer rates in America – 30% above the national average. Lung cancer screenings are critically important to Mainers. Northern Light Eastern Maine Medical Center’s Lung Cancer Screening Program seeks to identify issues earlier, resulting in more treatment options, and leading to brighter, healthier, outcomes.

Entrant: Kris Currier, Northern Light Eastern Maine Medical Center with Karsh Hagan

Hartford HealthCare Men’s Health

Entrant: Shawn Mawhiney, Hartford HealthCare with Adams & Knight

NESHCo P. 55 LAMPLIGHTER2020 MARKETING: Non-Service Line Marketing In-House

Rally Against Cancer Mural

The Rally Against CancerSM presented by Chowdaheadz canvas mural is a street art piece next to Fenway Park. Inspired by the 2019 Rally Against Cancer social media strategy, the mural was painted by artist ProBlak and uses blues, reds, and whites to showcase a baseball stadium audience performing “The Wave.”

Entrant: Joyce Gallagher, Dana-Farber Cancer Institute

New School of Nursing Marketing

In 2019, the Brockton Hospital School of Nursing opened in a new, high tech facility. The new facility was built to grow enrollment and continue the tradition of teaching nursing students in an environment that is competitive with other free-standing schools while continuing to offer “hands-on” experience at the hospital.

Entrant: Daniel Dunlop, Signature Healthcare

The Jimmy Fund’s Calendar Year End Campaign for Dana-Farber

The calendar year end campaign encourages donations to Dana-Farber Cancer Institute and the Jimmy Fund on Giving Tuesday and throughout December. The campaign includes emails, social media, digital advertising, direct mail, and internal advertising. Ultimately, the campaign generated over $1.8 million, with additional gifts from direct mail still being calculated.

Entrant: Joyce Gallagher, Dana-Farber Cancer Institute

NESHCo P. 56 LAMPLIGHTER2020 MARKETING: Non-Service Line Marketing Agency

CarePartners of Connecticut “Created with Doctors”

Entrant: Tricia MacKenzie, CarePartners of Connecticut with MERGE

#2020by2020RI | The Campaign to Help Make Alzheimer’s History in Rhode Island

The Memory and Aging Program at Butler Hospital is a worldwide leader in Alzheimer’s research. The #2020by2020RI campaign was instrumental in more than doubling the number of participants in its Alzheimer’s Prevention Registry, which serves to match people willing to participate in Alzheimer’s research with ongoing and future studies.

Entrant: Laura Dunn, Care New England with lauradunn.co

MARKETING: Image/Branding Marketing In-House

Speare Memorial Hospital

If you have a proclivity for hodge-podge, the mismatched mayhem previously parading as branding at this small hospital would’ve been your paradise. We reached our utopia, however, by transforming crooked photocopied brochures and inconsistent … everything… into a single recognizable brand image.

Entrant: Kathleen Tarbox, Speare Memorial Hospital

NESHCo P. 57 LAMPLIGHTER2020 MARKETING: Image/Branding Marketing Agency

GROW Campaign

Making a child’s life as healthy and happy as possible goes beyond providing care when they’re sick. It’s about showing up in other moments when they need us most. The ‘GROW’ brand campaign celebrates inspiring attributes kids develop through enduring struggles, overcoming adversity, and rising above the odds.

Entrant: Deb Pappas, Connecticut Children’s with ReviveHealth

We Make Healthcare Work for You

Changing a brand takes more than new logos and signs. It takes a coordinated effort across the system, and a promise that resonates with the public and internally. EMHS went from a random collection of hospitals under some initials, to a leading light, Northern Light Health.

Entrant: Karen Cashman, Northern Light Health with Karsh Hagan

Cooley Baby Campaign

From infants to grandparents – local and world-wide –, people leading different lives have one thing in common: where they were born. These are Cooley Babies, members of the select community born at Cooley Dickinson Hospital. And this campaign is about them and their pride in where they got their start.

Entrant: Kelly Charest, Cooley Dickinson Health Care with Communicators Group

NESHCo P. 58 LAMPLIGHTER2020 Health Promotion Campaign In-House

Memorable Moments for Colon Cancer Screening Awareness

What happens when you combine the right audience, an important message, eager clinical professionals, swift marketing execution, and some grant funds? Amazing results! Southwestern Vermont Health Care brought each of these components together for quantitative success toward increased colon cancer screenings and improved colon cancer awareness for patients.

Entrant: Ashley Jowett, Southwestern Vermont Health Care

Cape Cod Healthcare Wellness Trails

Creating a culture of health includes recognizing the vital role of preventive medicine for sustained well-being. Wellness Trails is a health education series dedicated to a variety of important health topics that has forged new paths for Cape Cod Healthcare as a population health, patient engagement, and system marketing tool.

Entrant: Julie Badot, Cape Cod Healthcare

Award: BEST IN NEW ENGLAND Northern Light Acadia Hospital CARES Campaign

Entrant: Alan Comeau, Northern Light Acadia Hospital

NESHCo P. 59 LAMPLIGHTER2020 Health Promotion Campaign Agency

One Healthy Boston

One Healthy Boston empowers consumers to take charge of their well being and to stay healthy and fit for years to come. Through multiple media channels, OHB content provides a deeper understanding of wellness, fitness, nutrition and important health trends through credible, South Shore Health medical providers and experts.

Entrant: Susan Griffin, South Shore Health with The Zizzo Group and WCVB TV

NHCF - “Today Is for Me” Maternal Health Campaign

Prevention messaging targeted potential patients in New Hampshire, while a corresponding provider campaign addressed clinical practice guidelines on the use of alcohol and marijuana.

Entrant: Jeff Eisenberg, New Hampshire Charitable Foundation with EVR Advertising

Hartford HealthCare Hispanic Market Telemundo Health Promotion Campaign

Hartford Healthcare sought to educate Connecticut’s rapidly-growing Hispanic population, build on health and wellness topics, and build strong connections and trust with Connecticut’s rapidly-growing Hispanic population. The results were compelling and differentiating for Hartford Healthcare as the only healthcare system conducting sustained health and wellness outreach to Hispanics.

Entrant: Wilson Camelo, Hartford HealthCare with Camelo Communication

NESHCo P. 60 LAMPLIGHTER2020 Cause/Social Marketing In-House

Vaping -- the Good, the Bad and the Ugly

Marketed as a safer alternative to smoking, e-cigarettes have led to a crisis in Connecticut and across the nation. Teen vaping is on the rise, and the number of people getting sick or even dying is increasing every day. Hartford HealthCare’s Behavioral Health Network decided to do something about it.

Entrant: Shawn Mawhiney, Hartford HealthCare

Be Smart, Don’t Start Anti-Vaping Campaign

Be Smart. Don’t Start. is a multi-pronged ad campaign targeting Vermont youth up to 12+/- years old about the dangers of vaping.

Entrant: Gerianne Smart, Rutland Regional Medical Center

Column Health | Sturdy Memorial Partnership

Sturdy Memorial Hospital and Column Health came together to bring the residents of Attleboro and its surrounding communities the highest quality comprehensive treatment and sustained recovery for people with substance use disorder by launching the first of its kind Hospital and substance use clinic treatment center.

Entrant: Chelsey Boyle, Sturdy Memorial Hospital

NESHCo P. 61 LAMPLIGHTER2020 Cause/Social Marketing Agency

Patient Safety Awareness Campaign

Entrant: Daniel Dunlop, Signature Healthcare with Jennings

Social Media Campaign

Bone & Joint Institute Campaign

With increased area competition, The Hartford HealthCare Bone & Joint Institute, a freestanding orthopedics hospital, was deserving of a campaign that could offer proven ROI. Paired with unique and creative social media tactics, this campaign offered meaningful results for both the marketing team as well as our operational partners.

Entrant: Nicole Spagnoletti, Hartford HealthCare

Hartford HealthCare Hispanic Market Social Media Campaign

Hartford Healthcare sought to build strong connections and trust through social media with Connecticut’s rapidly- growing Hispanic population. The results were compelling and differentiating for Hartford Healthcare as the only healthcare system conducting sustained outreach to Hispanics via social media.

Entrant: Wilson Camelo, Hartford HealthCare

NESHCo P. 62 LAMPLIGHTER2020 MHA Engagement and re-engagement with supporters and new followers after a 2018 ballot initiative

Massachusetts Health & Hospital Association furthers the legislative priorities of its members through digital media, including social media and re-engagement with a listserv of individuals who engaged with MHA during the 2018 nurse staffing ratio ballot initiative. This outreach has resulted in quantifiable action in support of these important healthcare issues.

Entrant: Catherine Bromberg, Massachusetts Health & Hospital Association

#UConn Health Family Social Media Campaign

UConn Health welcomes current and potential patients and their families to our labor and delivery unit by promoting the use of “#UConnHealthFamily,” fostering a warm, familial feeling that also provides a sense of affinity to UConn’s vast network of students, alumni, faculty, practitioners, and employees.

Entrant: Catherine Cannon, UConn Health

Community Relations Event/Campaign

Experiential Marketing: Derby St. Green in partnership with South Shore Health

Our experiential efforts offered high profile events on a lawn space at Derby St. Shops. This highly-visible outdoor mall with a distinct South Shore coastal New England vibe, helped to create meaningful connections and engagement between consumers in our target market and our brand while giving back to those communities.

Entrant: David Reilly, South Shore Health

NESHCo P. 63 LAMPLIGHTER2020 South Shore Health’s Community Resource Directory

There are social determinants of health preventing people in our community from addressing healthcare needs, i.e., food, transportation. Although these may not be directly within South Shore Health’s scope of services, we decided to create a customized portal allowing anyone to access a robust Community Resource Directory on our website.

Entrant: David Reilly, South Shore Health

Rutland Regional Medical Center

“Imagine a Healthy Heart” Campaign was a multi-pronged effort to raise funds for a new Nuclear Medicine Camera for the Rutland Heart Center.

Entrant: Gerianne Smart, Rutland Regional Medical Center

NESHCo P. 64