By Katy Bartlett-Wake, Managing Partner/Executive Creative Director, Stone Ward
Women’s health isn’t just a service line—it’s a narrative of strength, resilience, and care that spans a lifetime. Our partners at Baptist Health know this best, and approached our team to help them develop a campaign to authentically connect with women across Arkansas. The mission was clear: deliver more than a message. Together, we aimed to understand women’s needs at a deeper level, co-create solutions that resonated, and build a campaign with real impact.
Discovery Means Listening With Purpose
Every great campaign begins with listening. For this project, Baptist Health and Stone Ward explored the stories and concerns of women across Arkansas. What did they need from their healthcare providers? What made them feel seen, understood, and supported? Through surveys, interviews, and secondary research, we unearthed powerful insights.
Together, we learned that women make 80% of family healthcare decisions and shoulder the role of Chief Health Officer (CHO) for their families, while also navigating self-care. Many felt pressed for time and anxious about healthcare interactions, craving trust and empathy from their providers. Arkansas’s cultural values—family, faith, and community—shaped these women’s priorities and preferences, giving us the foundation to deliver an authentic and relatable campaign.
From Strategy to Storytelling
With insights in hand, our strategy was to position Baptist Health as the trusted partner for women at every stage of life. The goal was clear: celebrate women’s diverse roles while addressing their unique concerns and aspirations. This approach focused on building emotional connections through storytelling, showing how Baptist Health’s services support women through every challenge and triumph—whether navigating a personal health journey, raising a family, or caring for aging parents.
The creative team brought this strategy to life with visuals and messaging inspired by real women and their stories. The campaign’s authenticity was its foundation, featuring actual Baptist Health patients and representing women of diverse backgrounds, ages, and life stages. Video became a cornerstone, with TV spots celebrating women’s strength and acknowledging their vulnerabilities—from mental health challenges and aging to weight-management solutions. These videos were complemented by dynamic social media content, blogs, and other digital materials that deepened the connection with our audience.
Reach Women Where They Are
When it was time to launch, we prioritized platforms and moments aligned with our audience’s lives. The campaign appeared across TV, digital channels, social media, outdoor placements, and unexpected community spaces like airports and popular gathering areas. Each piece of content was designed to meet women where they were—physically and emotionally—with messaging that felt like a conversation rather than an ad.
Women’s Campaign Print Ads
For example, “The Tea,” a blog featuring concise health tips from Baptist Health’s female doctors, quickly became a hit. By emphasizing relatable, time-efficient content, we tapped into what CHOs needed: trustworthy information delivered on their terms.
Evaluate to Measure Success
The results spoke volumes. The campaign generated over 75 million targeted impressions, increased website traffic for women’s health services by 14%, and drove significant growth in appointment bookings for key service lines. Beyond the numbers, women across Arkansas shared heartfelt testimonials about how the campaign made them feel valued and understood.
One phrase from our concept testing stood out: “Baptist Health sees past imperfections and sees the person for who they are.” This was more than feedback; it validated our work’s purpose and impact.
Reflect on the Journey
This campaign was a testament to what happens when research, strategy, and creativity come together with a shared mission: to make a difference in people’s lives. By walking alongside women, listening to their stories, and addressing their needs, we built more than a campaign—we fostered trust and connection between them and our Baptist Health partner.
If you’re looking for a partner to help you create a campaign that truly resonates with women, let’s talk. At Stone Ward, we’re passionate about transforming insights into actions that matter.
Women’s Campaign Team Photo
