Field Notes: SIU Medicine

When SIU Medicine wanted to reach more people across Central and Southern Illinois, they didn’t lead with facts and figures.

They let their patients speak.

Three short videos. Three real stories. A broadcast and streaming campaign that put people, not a brand, at the center.

A different kind of healthcare ad

SIU Medicine could’ve listed services. They could’ve highlighted awards, credentials, facilities, or technology.

Instead, they asked us to help elevate the voices of their patients, people whose strength says more about the care they received than any brand ever could.

We met Denise, Rich, and Frank.

Each had a personal story of hardship, healing, and quiet resilience.

What we made were three :30-second spots that didn’t feel like ads.

They felt like trust.

Each was also cut into :15-second versions for digital, social, and streaming.

Meet the champions

Denise

A mother who faced infertility and overcame it with support, care, and persistence. Her story is about more than motherhood. It’s about hope. And it made a lot of people feel seen.

🎥 Watch Denise’s story:

Rich

A nonprofit board member, community banker, and avid gardener who lost the ability to walk within days after the onset of multiple sclerosis. Thanks to SIU Medicine, he found answers, treatment, and recovery.

🎥 Watch Rich’s story:

Frank

After two years of excruciating back pain and multiple failed procedures, Frank Vala found relief through robotic-assisted spinal fusion surgery at SIU Medicine. At 75, he’s now pain-free and grateful for the care that brought him back to life.

🎥 Watch Frank’s story:

Why it worked

This campaign stood out because it didn’t try to “sell.”

It invited people to listen.

• Authentic voices. Every line was real. Every person genuine.
• Clear emotional tone. The focus was on strength, not struggle.
• Cinematic quality. Shot like short films, not TV commercials.
• Strategic rollout. Versions built for every platform, from streaming to social.

Healthcare is personal. This campaign proved the marketing should be, too.

What it means to us

When you film with real people, you don’t always know what to expect. But you do know what to look for.

A moment of reflection. A line that rings true. A reason someone might stay for the next 29 seconds.

That’s what we do. We listen closely. We frame the story with care. And we help people see the value of the work you’re already doing.

More like this?

If you’re looking to connect with your audience through video that feels grounded, clear, and human, we’d love to help.

One story at a time. That’s how trust is built.

👉 Work with us

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