California has a history of preserving vulnerable lands and ecosystems. The same holds true for protecting the health of vulnerable Californians. So we made an altruistic appeal to healthcare leaders, while showcasing our unique ability to keep their state healthy through athenahealth for Population Health.

The campaign included a direct mail component with posters of four local state parks. If the targeted hospital or health system contacted athenahealth, we offered to donate to the featured state park on their organization’s behalf. I also crafted creative for billboards, transit ads, NPR, online ads, and promotional emails.