Virginia Mason Franciscan Health
Slapshot
The Situation
Seattle had hockey fever and Virginia Mason Franciscan Health had a clinic for that. The Seattle Kraken’s first season was about to begin and the clinic in the heart of the team’s iceplex at Northgate would soon open to care for the NHL team—and the community. The new clinic would treat visitors to sweeping views of skaters on the ice below and provide state-of-the art primary care and sports medicine. When COVID-19 put a crimp in the clinic opening plan, the celebration risked becoming just another yawn-worthy virtual event.
The Solution
JayRay designed a program as fast-paced as action on the ice. The on-location television newscast format included interviews, a facility tour and a ribbon cutting. Voice of the Kraken Everett Fitzhugh tied it all together. JayRay created the event concept and scripted executives and physicians to tell the story of Virginia Mason Franciscan Health’s commitment to sports and physical activity to support better health and wellness. Viewers were invited to pose in a hockey-themed virtual photo booth. Simulating the excitement of an in-person celebration, winners of a Kraken quiz were announced live in a message crawling at the bottom of the video window.
The Results
The celebration of this first-ever clinic planned and built by the newly formed Virginia Mason Franciscan Health spotlighted the two CEOs and gave all involved their moment of recognition. Careful planning allowed the video to be edited economically for use on the clinic website. Even community leaders too busy to attend the virtual event took notice when they opened their physical invitation to find a commemorative hockey puck.
