Cape Cod Healthcare

Image Campaign

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OVERVIEW

Cape Cod Healthcare (CCH) is an independent, not-for-profit regional health system and the Cape’s largest employer, with 450+ physicians, 5,300 employees, two acute care hospitals, homecare and hospice services, skilled nursing and assisted living, and numerous community health programs. Pierce-Coté / Regan Communications has served as CCH’s marketing agency since 2012, providing award-winning creative, public relations, media planning, and campaign production services.

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CHALLENGE

We were tasked with launching communications aligned with the May 2025 opening of the Edwin Barbey Patient Care Pavilion that would position CCH as a sophisticated, independent, mission-driven tertiary healthcare system; highlight investments in specialized services (oncology, orthopedics, heart and vascular, neurosurgery/neurology, women’s health); and reach year-round residents, seasonal residents, and summer visitors (including prospective donors) across broadcast, digital, and print channels.

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STRATEGY AND EXECUTION

  • Strategic positioning: Emphasized CCH’s community accountability, clinical expertise, and leading-edge technology using the tagline “Caring. Commitment. Community.”
  • Creative approach: Developed a compassionate, professional visual and narrative tone that showcased clinician dedication and patient journeys without boastful language.
  • Multichannel production: Delivered six adaptable campaign spots for broadcast, digital/social video cuts, long-form web videos, and print ads. Photography and high-level drone and interior panning footage were captured at the Pavilion and key clinical sites to convey facility scale and overall patient experience and care.
  • Media and PR: Coordinated media planning and placement to target residents and seasonal audiences, and supported press activities tied to the Pavilion opening and donor communications.
  • Compliance and procurement: Managed vendor bids, production logistics, and procurement in accordance with client policies.
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RESULTS

  • Pierce-Coté / Regan Communications successfully launched a cohesive image campaign timed to the Pavilion opening (May–Sept 2025), producing broadcast, digital, long-form, and print assets that reinforced CCH’s strategic positioning.
  • Reinforced community awareness of expanded specialty services and new Pavilion capabilities while supporting foundation and donor messaging tied to facility investments.
  • Strengthened ongoing media and PR support for CCH, building on a long-standing agency partnership and past award-winning creative work.

Creative

May – September 2025

Launched alongside the opening of the Edwin Barbey Patient Care Pavilion. Six adaptable campaign spots, long-form web video, and a print series built on the line “Caring. Commitment. Community.” — positioning an independent, non-profit system through clinician dedication and patient journeys rather than superlatives.

Broadcast & web video

Photography, drone, and interior panning footage captured at the Pavilion and key clinical sites, cut for broadcast, social, and long-form web. Three of the six campaign spots are shown here: the anthem film and two service-line cuts.

  • Anthem spot The campaign film. Establishes “Caring. Commitment. Community.” across the full system — drone exteriors of the Pavilion into interior clinical footage.
  • Orthopedics Service-line cut. Surgical capability framed as a return to activity, matching the print execution.
  • Cancer care Service-line cut. Treatment technology and oncology expertise, kept local: care available on Cape.

Print advertising

Two formats running in parallel: a photo-grid execution carrying the service-line message, and a single-portrait execution built around a clinician quote. Both close on the same lockup and QR code.

  • Cape Cod Healthcare print ad with a six-image grid of clinicians and patients above the headline about successful outcomes and exceptional experiences.
    Service lines Photo grid spanning cancer care, heart and vascular, neuroscience, orthopedics, trauma and women’s health.
  • Cape Cod Healthcare print ad focused on oncology, headlined state-of-the-art technology and leading-edge therapies.
    Oncology “It’s the right way to fight cancer — right here.” Treatment technology as the proof point.
  • Cape Cod Healthcare print ad focused on the orthopedic program, showing surgical and rehabilitation imagery.
    Orthopedics Surgical capability framed as a return to activity: “back to doing the things you love.”
  • Cape Cod Healthcare print ad featuring orthopedic surgeon Paul Dimond, MD, with a pull quote about specialized teams and best possible outcomes.
    Clinician voice — orthopedic surgery Paul Dimond, MD. The quote carries the claim, which keeps the institution from making it directly.
  • Cape Cod Healthcare print ad featuring medical oncologist Jaclyn Flanigan, MD, with a pull quote about treating the whole patient.
    Clinician voice — medical oncology Jaclyn Flanigan, MD. “We’re treating the entire patient, not just their medical condition.”