Client Story

Client Story

We’re helping a venerable health care system expand its markets and connect with the patients of today.

The Situation

Facing growing competition from Maine’s larger health systems, Central Maine Healthcare (CMH) brought in new leadership to expand its geography and services, and engaged Burgess to project a compelling image for the reinvigorated system. Our primary project was to launch Maine’s first example of “medtail” (medical facilities within a retail environment), the Topsham Care Center (TCC) at the Topsham Fair Mall.

We have also helped CMH promote its upgraded roster of surgical physicians—many of whom have office hours at the TCC—and Maine Urgent Care (MUC), adjoining the TCC, which is the first such operation in Maine to be accredited by the national Urgent Care Association.

Our Strategy 

TCC—We implemented a multimedia campaign to raise interest in the new concept among healthcare consumers and providers, including:

  • We ran pre-opening large-format print ads in spring of 2018, followed by TV, print and digital ads  that summer focusing on convenience and the lower cost to deliver quality care outside the hospital. To reach the tricky Topsham-centered geography, we also use cinema ads and local publications.
  • Using radio and print, we announced a public fair-style grand opening in September, with participation by other healthcare tenants in the facility, local police and fire departments, and other community organizations—and even a giant helium balloon!

MUC—We have run several flights of radio and print ads, targeting several disparate audiences, for CMH’s first Maine Urgent Care, located adjacent to the TCC.We have steadily refined targeting of the key injuries, illnesses and others reasons for visiting as they have emerged,

Surgical—We interviewed and photographed ten of CMH’s leading specialty surgeons to develop a campaign of print ads and social media posts focusing on the doctors, their expertise, and the major patient needs they fulfill.


CMH’s public profile has risen considerably since we began working with them. In particular, the TCC has established itself as a convenient and attractive option for Midcoast residents seeking a range of medical services, from imaging to cancer treatment to urgent care to visits with specialists.