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Prairie Lakes Healthcare System

Analytics + Creative + Digital Marketing + Media + Social Media + Strategy
Prairie Lakes Healthcare System

Key Takeaways

  • A long-term partnership helped Prairie Lakes Healthcare System grow awareness and trust across the region
  • A smart mix of digital, social, broadcast and traditional media kept the brand in front of the right people
  • Clear, consistent messaging reminded community members they can get excellent care without leaving home
  • Strong gains in patient volume and overall awareness of Prairie Lakes’ expanding list of specialties

Overview

Prairie Lakes Healthcare System is an independent nonprofit serving 90,000 residents across northeastern South Dakota and western Minnesota. With an 81-bed hospital, 24/7 emergency services and a full lineup of specialties, from primary care and cardiology to orthopedics, oncology, ENT and more, they’re a vital part of the region.

 

We work side by side with the Prairie Lakes marketing team to help share that story. Together we build the brand, highlight key services and make sure people know they don’t have to drive hours for high-quality care. Through thoughtful messaging and a steady mix of digital, social and traditional media, we keep Prairie Lakes top of mind in the communities they serve.

Challenge

Prairie Lakes had a simple but important goal: help more people understand just how much care is available close to home. Many community members were traveling long distances for services Prairie Lakes already provided. The challenge was making the full scope of their care easier to see, easier to understand and easier to trust.

 

For Prairie Lakes, success meant stronger awareness across the region, more patients choosing them first and a clearer understanding of their growing specialty offerings.

Strategy & Approach

We started with audience research and performance insights to understand where people were spending their time and what messages resonated. From there we built a media strategy that mixed paid digital and social, search, streaming video, broadcast and traditional placements that were designed to meet people where they were already watching, scrolling and listening.

 

Our message stayed consistent across everything: Prairie Lakes offers excellent care close to home. Convenience, trust and expertise were at the center, supported by creative that looked and felt the same no matter where someone encountered it.

 

Testimonials were a powerful part of the approach, too. Real stories from real patients helped connect the dots between services and the community.

Execution

To maintain strong visibility and highlight several key service lines throughout the year, we organized the work into a series of coordinated campaign flights. Each flight focused on either brand awareness or a specific specialty area, creating steady momentum and consistent presence in the market.

Deliverables

  • Full creative suites for every campaign, including video, streaming audio, radio, social content and digital display
  • A major annual production in late summer to gather all video and photography assets needed for the year
  • Simpli.fi cross-device display and video, CTV and streaming audio
  • Traditional broadcast and radio
  • Social placements across Meta and YouTube
Optimization played a big role as well. On Meta, we provided multiple headline and copy options and relied on the platform’s algorithm to elevate the top performers, helping each campaign improve over time.

Results

With consistent creative and a well-rounded media strategy, Prairie Lakes saw exactly what they were hoping for: higher awareness across the region, increased patient counts and stronger recognition of their full range of services. People began to see Prairie Lakes as the trusted, comprehensive healthcare provider right in their own community.

Summary

Our partnership with Prairie Lakes Healthcare System shows what steady, thoughtful marketing can do. By working closely with their team, showing up across the right channels and keeping the message simple and human, we helped more people understand the level of care available to them without leaving home.

Creative

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Billboard

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Billboard

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Billboard