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St. Luke’s Health is a leading healthcare provider and part of the CommonSpirit network, known for integrating academic excellence, Catholic values, and advanced technology to deliver high-quality care. With a commitment to inclusive growth, St. Luke’s aims to build trust and improve access to care— particularly among bilingual, commercially insured Hispanic millennials in Houston.
St. Luke’s Health partnered with Boral Agency to develop a scalable marketing model that could authentically engage Hispanic communities across its system. This partnership resulted in award-nominated, culturally fluent campaigns that respected regional nuance, drove measurable engagement, and earned national attention. St. Luke’s needed more than content, it needed connection.
The Challenge
Existing content was not optimized for Spanish-language search, reducing visibility and discoverability among Spanish-speaking users.
There was no centralized Hispanic marketing strategy. Messaging varied across hospitals, lacked cultural alignment, and failed to address distinct local needs.
Spanish content was either sparse or directly translated, missing the cultural and emotional depth needed to build authentic connections.
Each hospital had its own service line priorities— Sugar Land emphasized maternal care and bariatrics, Pasadena focused on cardiology growth, and Downtown sought to promote neurological and cancer prevention services. A one-size-fits-all approach wouldn’t work.
“The Boral Agency is a fantastic partner. We’ve worked together since October 2023, and they’ve gone above and beyond. Mariel is an innovative and caring account executive, and Patricia offers strategic guidance every step of the way. I 100% recommend them for their bilingual marketing work.”
Increase in Web Traffic
Increase in Page Views
Growth in Unique Visitors
Growth in Social Media Likes
Increase in Followers
Decrease in Bounce Rate
A centralized, bilingual marketing strategy was created to unify messaging across hospitals while respecting regional goals. The campaign was anchored in the concept: “Especializados en Ti” (Specialized in You)—a transcreation effort built on lived experience, not just language.
Boral Agency conducted discovery meetings with stakeholders at each hospital, analyzing patient demographics, competitive landscapes, and community behaviors. This research shaped tailored creative for Sugar Land’s ortho, cardiology, labor & delivery, and bariatrics; Pasadena’s joint excellence, ER visibility, and cardiac care; and Downtown’s campaigns focused on cancer prevention, neurology, and cardiology.
A comprehensive bilingual content strategy was implemented. Region-specific Spanish SEO content, landing pages, FAQs, blogs, press releases, and patient stories were transcreated to better connect with target audiences. In parallel, keyword improvements were suggested for the English content to improve organic visibility across both languages.
Targeted landing pages were developed alongside hospital-specific Spanish pages to support regional messaging. Spanish-language billboards, bilingual flyers, and segmented email marketing campaigns were produced to reinforce brand presence. Paid social and display ads featured creative optimized for platforms and behaviors typical of Hispanic millennials.
Boral Agency facilitated a crossorganization partnership with the American Heart Association, co-creating a culturally relevant Heart Walk campaign. Messaging—“¿Reconoces los síntomas?” (Do you recognize the signs?)—centered on heart disease awareness and encouraged community participation through the hashtag #HeartWalk.
