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November 05, 2022 01:01 AM

Best in Show: Helping Texans 'Find the Words'

Brenda Richardson
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    Baylor Scott & White Health - best in show - MIA Awards - 2022

    Baylor Scott & White Health’s “Find the Words” campaign sought to help prepare people for conversations with unvaccinated loved ones.

    Research from the Kaiser Family Foundation has suggested social pressure from friends and family is an effective way to persuade others to get vaccinated against COVID-19. The “Find the Words” campaign from Baylor Scott & White Health, which won the Best in Show Award in the 2022 Healthcare Marketing Impact Awards, aimed to equip Texans with the right tools when talking about the importance of the vaccine with loved ones.

    In summer 2021, the death toll from COVID-19 was continuing to rise. But the majority of Texans weren't fully vaccinated against the novel coronavirus, putting them at greater risk for more serious illness. As the largest nonprofit health system in Texas, the 51-hospital, Dallas-based Baylor Scott & White was well positioned to respond.

    The 60-day campaign crafted by the Dallas-based Launch Agency focused on three families who had lost someone to the disease. Print ads, social media posts and video content—including spots aired during Dallas Cowboys games—prompted vaccinated Texans to go to the “Find the Words” website. There, they’d find detailed advice from a psychologist, such as leading with compassion, arming oneself with facts, and coming from a position of curiosity rather than confrontation.

    Gold award for integrated campaign Baylor Scott & White Health

    According to representatives from the health system, the campaign reached an estimated 8.6 million Texans, with most of the people who watched the ads on streaming television or via social media finishing the videos. Baylor Scott & White reported that 260,000 users visited the website to learn how to have a difficult conversation with their unvaccinated loved ones.

    Throughout the campaign, Baylor Scott & White stood out as a source of expertise for vaccinated individuals who needed support in having hard dialogues about becoming immunized against COVID-19.

    Brenda Richardson is a freelance award-winning journalist whose work has appeared in Forbes, the Washington Post, Chicago Tribune and other media outlets.

    View the winners of Modern Healthcare's 2022 Marketing Impact Awards

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      • Current News
      • Providers
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      • Government
      • Finance
      • Technology
      • Safety & Quality
      • Transformation
        • Patients
        • Operations
        • Care Delivery
        • Payment
      • People
      • Regional News
        • Midwest
        • Northeast
        • South
        • West
      • Digital Edition (Web Version)
    • Unwell in America
    • Opinion
      • Bold Moves
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      • Letters
      • Vital Signs Blog
      • From the Editor
    • Events & Awards
      • Awards
        • Nominate/Eligibility
        • 100 Most Influential People
        • 50 Most Influential Clinical Executives
        • Best Places to Work in Healthcare
        • Excellence in Governance
        • Health Care Hall of Fame
        • Healthcare Marketing Impact Awards
        • Top 25 Emerging Leaders
        • Top 25 Innovators
        • Diversity in Healthcare
          • - Luminaries
          • - Top 25 Diversity Leaders
          • - Leaders to Watch
        • Women in Healthcare
          • - Luminaries
          • - Top 25 Women Leaders
          • - Women to Watch
      • Conferences
        • Digital Health Transformation Summit
        • ESG: The Implementation Imperative Summit
        • Leadership Symposium
        • Social Determinants of Health Symposium
        • Women Leaders in Healthcare Conference
      • Galas
        • Best Places to Work Awards Gala
        • Health Care Hall of Fame Gala
        • Top 25 Diversity Leaders Gala
        • Top 25 Women Leaders Gala
      • Virtual Briefings
        • - Hospital of the Future
        • - Value Based Care
        • - Hospital at Home
        • - Workplace of the Future
        • - Digital Health
        • - Future of Staffing
        • - Hospital of the Future (Fall)
      • Webinars
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      • Podcast - Beyond the Byline
      • Sponsored Podcast - Healthcare Insider
      • Video Series - The Check Up
      • Sponsored Video Series - One on One
    • Data Center
      • Data Center Home
      • Hospital Financials
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    • MORE+
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