“I want you to know…”

A campaign built around a simple question: What do physicians wish their patients knew?

Doctors' Day campaigns often focus on accomplishments, expertise, and recognition. While important, these approaches can sometimes create distance between physicians and the patients they serve.

For Doctors' Day 2026, CommonSpirit Health sought to celebrate physicians while also creating something meaningful for patients and communities. The goal was to move beyond recognition and highlight the human relationships at the heart of healthcare.

The Creative

Physicians were invited to answer the prompt in their own words, without scripts or prepared remarks. Filmed speaking directly to camera in authentic healthcare environments, each physician created the feeling of a personal one-on-one conversation with the viewer.

The visual approach reinforced this intimacy. A wide lens positioned close to each subject created a sense of proximity and connection, while thoughtful lighting and composition elevated real clinical spaces without sacrificing authenticity.

The campaign included:

  • One hero film

  • Eight physician-focused short-form videos

  • Social-first edits optimized across platforms and aspect ratios

The Results

The campaign generated 4.4 million impressions, achieved a 56.99% average view-through rate, and maintained an efficient $0.02 cost per view.

Compared to the previous year's Doctors' Day campaign, impressions increased from 1.2 million to 4.4 million (+265% growth) while improving CPV from $0.03 to $0.02. The campaign's 56.99% view-through rate significantly outperformed typical healthcare video benchmarks of approximately 30%, demonstrating strong audience engagement despite a substantially larger distribution footprint.

The campaign expanded from a smaller-format initiative to a social-first content ecosystem of nine videos, creating more opportunities for distribution while maintaining both engagement and efficiency.