Overview
Wellstar Health System’s award-winning Communications & Brand department has a wealth of photography and videos spanning over 30 years since two hospital laundries started a partnership in 1993 that would grow to be one of the largest health systems in the Southeast.
That department has made Wellstar an industry leader in in-house video production for over two decades. But traditional production workflows are often time-intensive and difficult to scale across campaigns and internal communications, especially in healthcare. Additionally, searching through decades of assets started becoming a challenging task.
Partnership
Thinking about those challenges, the Communications & Brand Team met AdPipe to explore how AI could streamline video creation and distribution at scale.
AdPipe is one of the portfolio companies in Engage VC, an Atlanta-based innovation platform and venture capital fund that connects leading enterprises with early- and growth-stage technology companies. For Wellstar, Engage serves as a key pipeline for sourcing innovative technologies and accelerating adoption across the health system.
Solution
AdPipe provides an AI-powered video activation platform that enables teams to search, edit, repurpose and distribute video content quickly and efficiently. By using AI-driven search and highlight tools, AdPipe allows existing footage to be transformed into new, campaign-ready videos in hours instead of days.
“Authentic AI is the future of marketing. If you add your own voice, your humanity, your authenticity to AI, you can finally connect with every customer in ways that matter,” said Andrew Levy, CEO and Co-Founder of AdPipe. “This is a once-in-a-generation moment where authenticity and scale collide—and AdPipe exists to make that possible.”
During the pilot, Wellstar uploaded hundreds of existing video assets, images and graphics into AdPipe, along with the Wellstar brand kit. This created a centralized, searchable video library that serves as the foundation for scalable content creation.
AdPipe’s templated workflows made it easy to support seasonal and awareness campaigns, such as Men’s Health Month and colorectal specialty initiatives, while ensuring consistent branding and messaging. Teams could duplicate, swap and customize content without starting from scratch, enabling faster turnaround and greater creative flexibility.
“Through the AdPipe platform, our creative services team is able to take raw footage captured during a single day of filming and produce months worth of video content,” said Vice President of Brand and Marketing Dave Preston. “We are able to work quickly and efficiently to create polished videos that are easily customizable to different communications channels.”
Through the AdPipe platform, our creative services team is able to take raw footage captured during a single day of filming and produce months worth of video content.
Dave Preston, Vice President of Brand and Marketing at Wellstar
The breast cancer screening campaign for December 2025 was developed in AdPipe.
Results & Benefits
The AdPipe pilot delivered strong early results:
Faster speed to market: AI-powered editing reduced video creation time by up to 88%, allowing teams to produce content in hours rather than days.
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Increased video utilization: Since late fall, Wellstar created seven videos by repurposing existing footage, with seven more in the final stages of editing, dramatically extending the value of prior video shoots, all done by one editor.
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Lower production costs: The average cost per video dropped to approximately $780 and continues to decline as workflows mature.
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Stronger brand compliance: Pre-built, brand-aligned templates improved consistency and reduced manual review, supporting up to a 90% faster path to launch, without compromising brand standards.
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Scalable infrastructure: A centralized library of 118 graphics and 163 total hours of video is now built and ready for scale.
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Team impact
Team members highlighted the meaningful workflow improvements over previous storage and video services. These changes allowed time-sensitive campaigns to reach the market faster. In just a few months of use, AdPipe already helped Wellstar build awareness videos for colorectal cancer, women’s health and breast cancer.
Treatment tends to be more successful for these conditions when they are caught early. In an age where people consume news through social media, publishing these messages sooner and more often can make patients schedule that appointment they were delaying.
“AdPipe made it possible for me to streamline processes that would have taken several more steps before. It is easier to get assets from the design team into the projects I’m working on, and approval processes are much more straightforward,” said Karl Ekwurtzel, Digital & Web Content Strategist with Wellstar’s Creative and Consumer Engagement team.
Future Steps & Recommendations
Building on the success of the pilot, Wellstar will expand the use of AdPipe across additional initiatives and teams. Next steps include replicating the specialty campaign model, creating HR recruiting and internal communications content templates, and supporting large-scale brand launches, such as the recent Wellstar Golisano Children’s of Hospital Georgia campaign.
Upcoming AdPipe enhancements include advanced templates, AI captions, text animations and deeper Adobe Premiere Pro integration. These features will further advance video creation while preserving brand safety and quality, supporting both consumer engagement and internal communications across the system.
