Humanizing Health Equity Through Authentic Community Storytelling
When Medtronic LABS and Virtua Health set out to raise awareness of the Healthy Neighbor program, they needed more than a social campaign, they needed to bring the human impact of community-based care to life. EGAMI transformed real patient and Community Health Worker experiences into authentic, mobile-first storytelling that demonstrated how meeting people where they are can remove barriers to care and improve health outcomes.
What we did
Developed the campaign strategy, creative concept, and social content framework rooted in a powerful human truth: the moment patients feel seen is the moment things start to change. Through patient and Community Health Worker testimonial videos, animated social content, and platform-optimized creative, we shifted the conversation from healthcare statistics to the real people behind them, positioning Medtronic LABS as a leader advancing health equity through community-based care.
The impact
The campaign proved the power of authentic storytelling to drive engagement. Patient-focused creative delivered 108% higher click-through rates and a 29% lower cost per click than Community Health Worker-focused content. Video assets achieved click-through rates as high as 4.11% with engagement reaching 37.04%, outperforming Meta healthcare benchmarks. Charmaine’s patient testimonial emerged as the campaign’s top-performing asset, demonstrating that human-centered stories create stronger audience connections and inspire meaningful action.