Fairview Range
Surgical Care, the Range Way
Challenge
Many people on the Iron Range believe they need to travel far for quality surgical care, but that’s simply not true. Fairview Range offers advanced surgical services close to home. Fairview Range challenged us to shift the perception and instill trust in the care that’s already available right here on the Range.
Solution
To change minds, we tapped into something stronger than statistics: Range pride.
The first campaign, Surgical Care, The Range Way, was narrated by a local woman who calls the Iron Range home. Her proud, authentic voice guided viewers through everyday activities of grit, resilience, and community, the same qualities embodied by the Fairview Range surgical team. Portrait shots of these local surgeons underscored the message: world-class surgical care isn’t hours away, it’s already here, provided by neighbors you know and trust.
The follow-up campaign, Surgical Care, Rooted in Our Community, shifted focus from grit to connection. It celebrated the moments that make life on the Iron Range special, such as supporting local businesses, playing a spontaneous pickleball match, and attending a summer concert. The message was simple: with Fairview Range, you can receive expert surgical care right here, so you can recover faster and get back to the people, places, and routines you love most.
Impact
Both campaigns rolled out across social media, YouTube, local TV, print, billboards, and radio, ensuring the message was seen, heard, and remembered throughout the region. The result? A stronger sense of trust, heightened awareness, and a renewed understanding that expert care is not just nearby, it’s part of the community itself.
- Website visits rose over 200% the month following the campaign launch.
- Almost 1K landing page visitors in the first 3 weeks
- Upper management wanted more upon seeing success
