Challenge:

Preliminary research revealed that some individuals perceived Manhattan hospitals as superior to those within Brooklyn and the other New York City boroughs. As a result, referring primary care physicians and Brooklyn residents who would normally use Maimonides for their healthcare needs, were utilizing various renowned Manhattan and Long Island healthcare systems.

Action:

Initiate an integrated marketing campaign which included TV, radio, out-of-home, print, social media, mobile, search and a full suite of additional digital media. We effectively communicated Maimonides’ best-in-class status, longevity, community involvement, convenient location, specialty physicians, and expertise in cancer, cardiovascular, stroke and orthopedic, while also positioning Maimonides as equal or superior to any competing healthcare system. Use of the tag line “The Best Care. Right Here” was introduced for continuity and insertion into all marketing executions to emphasize quality, convenience, and exceptional healthcare credentials.

Result:

Delivery of over 60 million impressions, 42,000 clicks, and more than 300 phone responses at 10% under budget. The campaign was also awarded platinum honors for best healthcare branding campaign by the Hermes Creative Awards organization.