Heart & Vascular Institute Campaigns
The Heart & Vascular Institute required a strategic, multi-channel marketing approach to increase awareness of its expanding services, elevate physician visibility, and strengthen community engagement around cardiovascular health. This included promoting advanced cardiology services, from electrophysiology to cardiac rehabilitation, while positioning the institute as a trusted regional leader in heart care.
My Role: I led the development and execution of integrated marketing initiatives across digital, print, broadcast and in-person channels. I collaborated with internal teams, external partners and national organizations to deliver cohesive campaigns with compelling storytelling.
Results
Increased awareness of cardiology services and new providers
Strong community engagement through events and screenings
Expanded reach through multi-channel advertising campaigns
Strengthened partnerships with national organizations and industry leaders
Impact: Through a combination of strategic marketing, community outreach and high-quality creative execution, I helped position the Heart & Vascular Institute as a leading provider of cardiovascular care in the region. These efforts supported service line growth and reinforced Pikeville Medical Center’s commitment to improving heart health outcomes in the community.
Strategy & Execution
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I created and managed a consistent stream of digital content to promote services, providers, and patient education, including:
Social media graphics and campaigns (primarily Facebook)
Digital billboards and in-house signage
Creative assets introducing new physicians, procedures, and technologies
Campaigns highlighting all cardiology service lines, from electrophysiology to rehabilitation
The strategy focused on clear, approachable messaging that made complex cardiovascular care more accessible to the community.
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I developed and executed targeted campaigns for Heart Month, maximizing visibility and engagement through:
Coordinated social and digital promotions
Weekly community health fairs offering free cardiac and diabetes screenings
Collaboration with internal clinical teams to ensure accurate, impactful messaging
These efforts positioned the institute as both a care provider and a proactive community health advocate.
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To expand reach beyond traditional marketing channels, I:
Coordinated physician participation in community presentations (Chamber of Commerce, Rotary Clubs, and county meetings)
Facilitated educational talks and research presentations to build trust and authority
Strengthened relationships between providers and the communities they serve
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I worked closely with external organizations and industry leaders, including:
American Heart Association
Medtronic
Abbott
Boston Scientific
These collaborations supported educational initiatives, co-branded campaigns, and access to the latest innovations in cardiovascular care.
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I partnered with an external advertising agency to execute large-scale, multi-platform campaigns, including:
Television commercials
Digital advertising
Radio placements
Commercial Production Leadership:
I fully managed the production process by:
Organizing and scheduling filming days
Coordinating physicians, patients, and staff (“talent”)
Editing scripts for clarity and compliance
Sourcing props and scouting/reserving filming locations
Acting as the on-site lead to ensure smooth execution
Social Media Graphics
Media Coverage
Events
