Healthcare
Healthcare is personal. Behind every campaign is a patient seeking answers, a family navigating uncertainty, or a caregiver looking for hope. The best healthcare marketing goes beyond promoting services. It builds trust, provides clarity, and connects people with the care they need when it matters most.
Element Care
Access to quality healthcare can be life-changing, but only if people know it's available. Element Care partnered with us [Agency: KingFish] to increase enrollment in its PACE (Program of All-Inclusive Care for the Elderly) program, serving older adults throughout Boston's North Shore and Merrimack Valley.
Through integrated media campaigns, community outreach initiatives, and clear, compassionate messaging, we helped educate seniors and their caregivers about affordable healthcare services available close to home.
The campaigns focused on raising awareness, building trust, and connecting eligible individuals with the care, support, and resources they deserve.
Agency: KingFish + Partners
Creative Director: Scot Forbes
All new website designed & launched:
elementcare.org
AER Therapeutics
Aer Therapeutics is a clinical-stage biopharmaceutical company developing a therapeutic solution for muco-obstructive lung diseases.
AER’s mission is to revolutionize the treatment of muco-obstructive lung disease through the development and delivery of an innovative, science-driven therapeutic solution to eliminate mucus plugs in the lungs.
With a deep dedication to patient well-being, we aim to transform COPD and asthma care and empower individuals to breathe easier, live better, and embrace a brighter future full of possibilities.
Objective
Aer Therapeutics had breakthrough science and a compelling mission, but virtually no visual identity. I was tasked with creating an entire digital brand and website from scratch that could communicate complex respiratory science, build credibility with investors, and inspire confidence in patients, partners, and the medical community. The challenge was to transform highly technical research into an approachable, engaging experience that reflected the company's vision of helping people breathe easier.
Solution
With virtually no existing creative assets, I built the Aer Therapeutics brand experience and website from scratch. A calming visual language of flowing curves and soft, organic forms was inspired by the rhythm of breathing, creating an immediate sense of ease while reinforcing the company's mission to restore healthy lung function.
Air-like gradients and fluid motion gave the site a modern, optimistic feel that stood apart from the sterile aesthetic common in biotech.
I also designed a series of custom medical illustrations that explained the science behind mucus plugs and Aer's novel therapeutic approach in a way that was both visually engaging and easy to understand. (A first for me! Putting the FUN in mucus plugs!)
The resulting website gave the company a distinctive visual identity that matched the ambition of its science and supported its growth as it advanced its clinical program and investor outreach.
Agency: Promerica Health
Creative Director: Scot Forbes
Objective
Differentiate The Network's cancer care practices from hospital competitors and traditional oncology advertising while creating a flexible campaign that could be customized and adopted by multiple local practices.
Solution
Developed “Because I Love…” emotionally-driven, patient-centered campaign that moved beyond physician and technology-focused messaging.
Created a comprehensive multi-channel toolkit including TV, radio, print, outdoor, digital, social media, and video assets that could be easily adapted for local markets.
Recognition
Best Medical Design Award Winner
DesignRush
More with The US Oncology Network
Health Mart Pharmacies
To support an awareness campaign for McKesson Health Mart Pharmacies, I directed and produced an original documentary-style video focused on the people behind independent community pharmacies.
Filmed on location in rural Georgia (Take that, Hollywood!), the project featured authentic interviews with pharmacists, sales representatives, and local residents, highlighting the vital role these pharmacies play in small-town America.
I managed the production from concept through completion, including hiring and directing the film crew, coordinating aerial drone footage, conducting interviews, and overseeing post-production.
The final piece captured the trust, personal relationships, and community-centered care that set Health Mart pharmacies apart.
Agency: Promerica Health
Creative Director: Scot Forbes
Yes, I actually meant for it to look like this.
Ok, this is a weird one.
I created an awareness campaign for the CDC designed to encourage COVID-19 vaccinations among rural young adult males, a notoriously difficult audience to engage through traditional public health messaging.
The creative approach embraces a deliberately low-budget, retro 1990s aesthetic inspired by cheesy local commercials and vintage public service announcements. The goal to create something unexpected enough to break through the noise and earn attention from an audience that typically tunes out healthcare advertising.
As Creative Director and project lead, I owned the project from concept through production, including strategy, pitch (to the Maine Governor!), scriptwriting, storyboarding, art direction, on-set direction, and production oversight.
My goal? “Blurring the line between brilliant and ridiculous.”
Reaching young men requires authenticity, entertainment, and a healthy dose of humor. Finding that balance within a vaccine awareness campaign made this one of the most challenging and rewarding projects I've led.
Mission Accomplished!
Campaign: Protect Yourself: It’s What Mainers Do
Agency: Promerica Health
Client: Maine CDC / DHHS & Maine Governor Janet Mills.
Written by: Scot Forbes & Juston McKinney
Performer: Juston McKinney
Directed by: Scot Forbes
Low Budget. High Strategy.
Results:
A campaign total of 7.5M impressions across television, radio, and digital and social ads.
Television: 1,482,744 traditional TV impressions from 1,871 traditional TV spots scheduled statewide on all major local stations during local news, daytime syndication, sports, specials, and late night.
Radio: 1,662,814 traditional radio impressions from 2,292 traditional radio spots scheduled statewide on 17 radio stations in a variety of formats. Streaming audio statewide on Pandora, SoundCloud, SiriusXM reached 70+% of all subscribers.
Digital Ads: 2,410,922 impressions delivered on geographic and demographic targeted video units that ran on desktop and mobile.
Social Ads: 1,881,123 impressions delivered on Facebook, Snapchat, and TikTok through geographic and demographic targeted image and video units (using :30 TV spot). The social ads reached 155,984 unique people across all three platforms and yielded 154,344 post engagements on Facebook alone.
