Spreading Awareness, Supporting Frederick

Case Study 3.11

Grant Allows Frederick Health to Spread Awareness of COVID-19 Vaccines

With more than 4,000 employees across 22 locations, Frederick Health is Frederick, Maryland’s leading healthcare provider. Over the past 120+ years, Frederick Health has grown to be a community of care that includes a network of providers that offer primary care, family care, and a wide range of specialty services through the Frederick Health Medical Group.

The Challenge

As COVID-19 cases soared in Frederick County, across the country, and around the world in 2020, a vaccine became readily available. Healthcare providers did all they could to encourage patients and the community to get the vaccine, but they were met with hesitation.

Frederick Health struggled to reach some members of the community—such as families that are low-income or experience barriers to healthcare access (lack of transportation, etc.). Some didn’t trust healthcare services or the vaccine. Others were non-English speaking residents or minorities disproportionately affected by the pandemic.

UMB Catalyst campaign website
UMB Catalyst campaign case statement folder and booklet

The Solution

In May 2021, Frederick Health received a grant to help support its efforts. With the help of Graphcom, Frederick Health embarked on a community health initiative to get residents in those hard-to-reach areas vaccinated and those hesitant about the vaccine to reconsider. The Graphcom team spent hours conceptualizing different strategies and approaches to reach this audience in a way that would heed the results Frederick Health—and the community at large—were looking for.

Over the course of a year, Graphcom created, designed, wrote, printed, and deployed many promotional materials for this campaign, including:

  • Flyers
  • Map cards
  • Magazine ads
  • Promo cards
  • Digital ads
  • Social posts
  • Screen graphics
  • Pop-up banners
  • Window clings
  • Hanging banners
  • A human sandwich board
  • Mobile van graphics
  • T-shirts
  • Videos
  • Radio spots
UMB campus shot

The Results

From August 2021 to May 2022, Frederick Health distributed thousands of doses of the COVID-19 vaccine via community clinics, mobile clinics, and primary care visits.

In the same period, their vaccine awareness social posts were displayed more than 12,600 times and they received an engagement rate more than three times greater than the average post. Their COVID-19 vaccine information webpage received close to 64,000 views—an increase of 43% from the same time the previous year.

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