Closing the gap. Empowering action & making strides against healthcare inequities at a pivotal time in history.
Post George Floyd’s death and amidst the civil unrest that followed, Boston Scientific’s health equity initiative, Close the Gap, wanted to launch an attention-getting campaign focusing on systemic racism in healthcare. Targeting physicians, the campaign would call on these healthcare providers to take action against healthcare disparities and racial inequities currently existing within their own communities.
The goal was to build awareness of the Close the Gap program and generate leads identifying potential program champions, increase engagement, website traffic and ultimately increase contact form submissions.
Working together to reach those currently being missed.
Calling attention to the under served and telling it like it is.
To present a path to progress we need to be able to acknowledge the root of the issue, give physicians a roll in it and show them the way. To increase our possibilities of engagement with healthcare providers, a two-pillar messaging strategy was developed.
ACTIVATING THE CAMPAIGN:
Targeted media deployment over 4 months in 4 key regional markets.
New Orleans, Detroit, Dallas/Ft. Worth, Minneapolis
-
![]()
Dallas
-
![]()
Dallas
-
![]()
Detroit
-
![]()
New Orleans
-
![]()
New Orleans
-
![]()
Minneapolis
Performing beyond expectations.
With high click through rates across all audiences and channels, an average time of 1:45 spent on the home page, over 22,000 post-click and post-view actions and 280 video views, the campaign exceeded goals in all categories.
