CASE STUDY
COVID-19 shutdown the world. Communication was vital.
Positioning St. John's Health as a leader in public information, treatment, and testing during an unprecedented public health crisis — then driving service line recovery as elective care returned.
*Data represents a 10-week window between March and May 2020.
The Challenge
The COVID-19 pandemic brought elective medical care to a near-total halt overnight, while a surge of information-hungry, anxious community members searched for trustworthy guidance. St. John's Health needed to move fast: become a credible source of public health information, support testing and treatment access, and protect a community vulnerable to misinformation — all while planning for the eventual recovery of revenue-generating service lines.
Areas of Focus
Website content development
Social media
PR Email communications
Video production
Website: A COVID-19 Information Hub
Sensing the onset of public panic, I built a new branch of the St. John's Health website as a dedicated COVID-19 hub — internally linked, search engine optimized, and structured to keep the local community informed in real time. The hub included:
Global alert banner
Instructions on seeking care
CDC real-time information
Daily updates on local cases
FAQs and preparedness info
Visitor policies and telehealth
The hub secured the #1 search result related to COVID-19 and Wyoming on a nationwide scale.
Social Media: Cutting Through Misinformation
Amid widespread misinformation, paid social media was used to drive traffic to verified, hospital-sourced COVID-19 content. I built a variety of social media ads that sent traffic to our website hub.
35K
Active visitors driven to the SJH website
74K
Active users seeking COVID-19 information
8.37
Average ad frequency per user
192K
Users reached across the service market
Service Recovery
As pandemic-driven caution led patients to delay elective procedures, I stood up a PR campaign centered on telehealth and quality care to recover revenue-generating appointments.
Telehealth
I reworked information architecture to ensure every touchpoint in the patient journey highlighted the telehealth option.
81K
Users reached via telehealth social campaign
150K
COVID-related page views
$0.27
Cost per click to website
1.6M
Ad impressions served
$0.05
Cost per person reached
257K
Ad impressions served
Masked Neighbors
St. John's Health hired a local photographer who was out of work during the pandemic and wanted to give back, capturing portraits of frontline hospital workers. I worked with the resulting images and created a campaign that humanizing the hospital's pandemic response and building community goodwill. Through both organic and advertising, these images were utilized across numerous formats.
50,000+ combined views across YouTube, Facebook, and Instagram in just 10 weeks.
Lasting Impact
Service line recovery set the stage for growth: A highlight of this broader recovery effort was the successful onboarding of a new surgical service in 2020, Inspire Sleep Apnea Solutions — explored in a separate case study.