Healthcare Excellence Canada
Driving record participation in Canadian Patient Safety Week
Challenge
After achieving record awareness and registrations in 2023, Healthcare Excellence Canada wanted us to build on this momentum for Canadian Patient Safety Week 2024. We needed a way to communicate the many forms and contributing factors of healthcare harm in ways that would bring people who deliver and receive care into the conversation.
Solution
We developed an infographic tool that captured the essential concepts of healthcare harm. It had a colourful branded look and feel that captured the Week’s theme — broadening our understanding of healthcare harm — which we rolled out across digital marketing and social media assets, downloadable activities and materials, and swag. Targeted LinkedIn, Google search and email drip campaigns all drove to the landing page UnderstandHarm.ca
Outcomes
- Engaged hundreds of organizations and thousands of individuals across the country
- A significant year over year increase in visits to the campaign webpage UnderstandHarm.ca
- A record number of people registered for CPSW 2024 and its webinar series
“Canadian Patient Safety Week unites people across the country to learn, share, and take action toward creating safer care for all. We’ve seen great engagement with this campaign in recent years. Banfield has been a key part of this success and helping elevate the conversation about healthcare harm and safety.”
Sutton Eaves
Executive Director, Communications & Marketing
Healthcare Excellence Canada
