Challenge:

Elizabeth General Hospital merged with St. Elizabeth Hospital to form Trinitas Regional Medical Center. Previously, cancer care was split between the two campuses. Housing Radiation and Medical Oncology programs, the new Cancer Center was designed as a resource for patients and a conduit for change within the surrounding community’s economic development program.

The objective was to provide the best cancer care that one could receive anywhere in Elizabeth, NJ and the surrounding area.

Action:

A TV spot was developed and produced that positions Trinitas Cancer Center as a Comprehensive Cancer Center and features Dr. Levinson, a renowned surgeon and head of the cancer center. Dr. Levinson elaborates on the distinction between a “cancer center” and a “certified comprehensive cancer center.” The spot also illustrates the differentiators that distinguish Trinitas Comprehensive Cancer Center from its competitors, such as being the first facility in NJ to have the Varian Trilogy Linear Accelerator.

Result:

The spot ran on local cable TV, and while results are proprietary, reaction to the campaign was extremely positive throughout the community and among Trinitas employees. As a result, SGW and Trinitas are planning to expand the TV portfolio to focus on other service lines.