Business Challenge: Local NJ hospital invested heavily in its facilities to be the best in its area and state, and to attract top physicians from New York. They needed awareness of their brand beyond NJ, to the larger playing field of New York. 
Target:
Oncology market: patients, caregivers, in this most important area of critical and long-term care. Physicians in NYC; Consumers in NJ market; Secondarily, consumers in NY looking for alternatives to city hospitals. 
Customer Insight:  
Survivors of cancer forever see things differently. Their family/caregivers, respect that. 
Strategy:
Positioned local NJ hospital to compete not against other NJ  hospitals, but vs the best of New York.
Creative Solution:
The people who love cancer patients want to see them again, as they always were. Somewhere in between, time slows, so they both can meet again. To do that, I placed media in the more expensive NY market…and raised the creative stakes with stories of a higher emotional level. That meant I had to find out something deeper and true about what was going on. It was humbling.
Business Value:
Awareness and intrigue in a local hospital with this kind of sophistication in the new york healthcare market.

To set up a meeting and learn more, contact janzlotnick@gmail.com

 

To set up a meeting and learn more, contact janzlotnick@gmail.com