CASE STUDY
North Shore-Long Island Jewish Health System
Organization
North Shore-Long Island Jewish Health System is the third- largest secular, nonprofit health system in the United States and the leading healthcare provider in its region.
Solution
The name The Institute for Orthopedic Science was chosen. Right away, we introduced this institute as a major player in the orthopedic space, with multiple state- of-the-art locations, internationally recognized physicians, leading-edge technology and a commitment to quality and innovation. The marketing message touted the double benefits of the program: access to the largest network of doctors and facilities on Long Island combined with the small-facility personalized care patients valued.
The multimedia approach began with award-winning physician direct mail and a sales leave-behind piece, created in conjunction with two consumer-focused print ads in The New York Times, Newsday, and local papers, as well as radio, transit, and interactive search engine marketing campaigns. One ad focused on the older demographic (highlighting joint replacement) and the other on the younger (sports medicine).
Results
In its first year in market, the campaign generated amazing results. Over 40,000 new visitors came to the orthopedics website. There were more than 2,000 brochure requests and nearly 1,500 physician referrals. The campaign won Silver and Bronze National Aster Awards, as well as a Bronze Healthcare Marketing Report Award. Most importantly, the campaign established the Institute for Orthopedic Science as the volume leader for orthopedic surgery and procedures in the NY Metro area.
