North Shore-Long Island Jewish Healthcare System
How a new sub-brand brought a health system’s orthopedic program to new heights.
North Shore-Long Island Jewish Health System, now Northwell Health, is the third-largest secular, nonprofit health system in the United States and the leading healthcare provider in its region. To compete in the growing, highly competitive New York orthopedic care market, it needed to execute an orthopedic practice acquisition strategy, unified by a new brand umbrella, to deliver localized, yet world-class care. Princeton Partners was charged with branding and marketing North Shore LIJ’s newly-created, system-wide orthopedic program.
North Shore-Long Island Jewish Healthcare System
Healthcare
INSIGHTS
In our discovery, we learned that world-class care was being provided by newly acquired practices, some of which were already providing orthopedic services for many New York sports teams, including the NY Knicks and the NY Rangers. We also found that legacy patients were loyal to the acquired practices because of the trusted relationships formed and the quality of care provided.In our discovery, we learned that world-class care was being provided by newly acquired practices, some of which were already providing orthopedic services for many New York sports teams, including the NY Knicks and the NY Rangers. We also found that legacy patients were loyal to the acquired practices because of the trusted relationships formed and the quality of care provided.
SOLUTION
We recommended the introduction of a new brand name, The Institute for Orthopedic Science, to draw attention to the new system of world-class orthopedic care available on Long Island. We supported the brand with evidence including: multiple state-of-the-art locations, internationally recognized physicians, leading-edge technology, and a commitment to quality care and innovation. The marketing message touted the double benefits of the program – access to the largest network of high-quality orthopedic physicians and facilities on Long Island, combined with the local access to small-facilities providing the personalized care patients valued.
The multimedia approach began with award-winning physician direct mail and a sales leave-behind piece, all created in conjunction with two consumer focused print ads in The New York Times, Newsday, and local papers, as well as radio, transit, and digital marketing. Segmented advertising reached older demographic targets (highlighting joint replacement) and younger ones as well (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.
