Trinity Health

Analytics + Creative + Digital Marketing + Media + Pubic Relations + Websites

Key Takeaways

Overview

Trinity Health is a regional healthcare system in Minot that brings advanced medical care to communities across north-central and northwest North Dakota. Even with strong capabilities in place, many people weren’t aware of just how advanced Trinity’s heart care services really are. The goal was simple: help people feel confident choosing expert cardiology care without leaving home.

Challenge

There was a long-standing perception that patients needed to head out of Minot or even out of the region for advanced heart care. That belief made referrals harder, created confusion for patients and providers, and held back the reputation of Trinity’s heart program. Turning that around meant raising awareness, correcting misconceptions and clearly showing that top-tier cardiology care is available locally.

Strategy & Approach

We started by listening. Audience research helped us understand how people in this region take in information and who they trust. From there, we built a layered media plan using broadcast TV, radio, digital, social and local print. Small town publications added credibility while broader channels expanded reach.The creative and media teams worked together to shape a campaign that felt true to Trinity’s “Making More Possible” brand. The message focused on reassurance and clarity, assuring people they can get expert heart care without traveling far and Trinity is leading the way.

Execution

The campaign rolled out through a full creative process with Trinity, including planning, reviews and refinements to make sure the work hit the right tone. A video shoot supplied the core content for TV, digital, social and print, supported by photography that kept the visuals consistent across every channel.

Media placements ran across Google Ads, Meta, broadcast, radio and local publications during an eight-week flight. Throughout the run we monitored performance, made adjustments and wrapped with a full team review.

Results

The campaign delivered strong engagement and meaningful shifts in understanding.

Quantitative results

Qualitative results

Summary

By meeting people where they already are, the campaign helped reset public perception and build confidence in Trinity’s expert heart care. The strong results and positive response led Trinity Health to commission a second year of the campaign, keeping the momentum going and continuing to reinforce the message that expert care is available locally in north-central North Dakota.