Redefining Patient Care
Penn Medicine, Princeton Medical Center
Introducing a New State-of-the-Art Healthcare Facility to the Community
- Brand Development
- Creative Content
- TV
- Digital
- Direct Mail
- Experiential
Challenge
Take a beloved small-town hospital in Princeton, NJ, that moved two miles down the road (and across a busy highway) and introduce it as University Medical Center of Princeton – a new, state-of-the-art healthcare facility with rooms designed to promote healing. Ensure that the new medical center launch would create continuity in attracting new patients while not alienating former patients.
Strategy
Stuck between the expensive media markets of Philly and NYC, it was cost-prohibitive for the hospital to rely heavily on broadcast. With this in mind, we integrated hyper-targeted direct mail and digital campaigns and produced a series of free community health events.
Solution
In addition to broader community messaging focused on the Emergency Department, we deployed segmented direct mail and digital outreach to different existing and prospective patient groups, including: moms-to-be (Maternity), elderly and active senior population (Orthopedic), and a Pediatrics message targeted to parents.
Impact
This 319-bed hospital on a 171-acre health campus is now part of the University of Pennsylvania Health System and has earned both regional and national accolades for high-quality care including U.S. News & World Report’s Best Hospitals for Common Care.
