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 and importantly the caregivers (physicians and medical staff leaders themselves), 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/Brand Positioning
Hackensack, New York. Positioned local NJ hospital as a NY 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.
Result and Business Value
Heightened awareness by and migration of NYC physician and medical leadership to this local hospital in Hackensack, New Jersey.
To set up a meeting and learn more, contact janzlotnick@gmail.com
To set up a meeting and learn more, contact janzlotnick@gmail.com