North Shore LIJ, now Northwell Health, was facing strong competitive challenges from well-known hospitals located within the system’s service areas. There was a need to communicate North Shore’s system-wide imaging capabilities with differentiators that included 20 top-tier, conveniently located hospital and ambulatory sites on Long Island and in Queens, and a highly specialized staff with skilled technicians and fellowship-trained radiologists who operated advanced, “state-of-the art,” low-dose imaging equipment capable of delivering optimal testing accuracy. As a result, physicians and consulting radiologists could access precise, multiple images in the shortest possible time, resulting in advanced diagnoses and optimization of treatment plans. Simultaneously, primary care physicians received instant patient results so overall messaging needed to include all of the above in addition to generating wellness screenings for breast, and relative scans for oncology, orthopedics, neurology, urology, prostate, and image guided biopsies.
Target male and female audiences 25 years of age and older, in addition to women for the scheduling of breast screenings while also focusing on women as the family caregivers. Multiple messaging was developed to include the aforementioned differentiators in addition to North Shore as a premier provider of imaging services with an unmatched combination of patient benefits, and a commitment to put families at the core of all North Shore LIJ activities. Additionally, communications were developed to increase consumer and physician awareness of the unique differences that the North Shore imaging system offers as a means of generating patient appointments. Clear calls-to-action were displayed using print advertising in the NY Times, and various local radio spots. Out-of-home executions were produced which included Long Island Railroad posters, bus shelters and ScreenVision and NCM cinema slides.
System wide imaging appointments increased substantially while awareness among consumers and physicians was dramatically improved.