How a community hospital became a preferred healthcare destination.

Capital Health

Located in New Jersey’s capitol city, Capital Health System is a two-facility community hospital with a good range of services, but it was primarily known for expertise in trauma.

Problem

Over the years, the health system had been investing in technologies like the Cyberknife® and the da Vinci® Surgical System. It had begun attracting high-quality physicians and stellar clinical teams. They had even launched a sophisticated service line in neurosciences, headed by two nationally renowned neurosurgeons. Capital Health, however, was still perceived as no more than a decent community health system.

Princeton Partners was hired to rebrand Capital Health as a leading teaching hospital that provided world-class, tertiary care.

Solution

Our campaign, “Minds Advancing Medicine,” brought to life the hospital’s mission and conveyed the passion and role of every Capital Health employee.

We re-branded Capital Health from the inside out, with an internal launch comprised of a custom video displayed throughout the health system and strategically timed events, along with a variety of media and promotional items. The external launch took a message of pride and accomplishment to the marketplace through cable, radio, newspaper, and outdoor advertising in addition to public relations, a new website and digital marketing. Princeton Partners also launched the Stroke and Cerebrovascular Center of New Jersey to provide living proof that the promise of the brand campaign was real.

Our campaigns quickly established Capital Health as a healthcare destination.

Results

In just sixty days, the helipad was receiving patients from over twenty hospitals inside and outside of New Jersey. Also, the Center’s new website attracted more than 14,000 unique visitors and the site’s contact form achieved a 7 percent conversion rate, twice the industry average. Based on this success, Capital Health engaged Princeton Partners to work with their foundation to raise money for a new hospital.