CASE STUDY
Capital Health
In just sixty days, the helipad was receiving patients from over 20 hospitals.
SITUATION
Located in New Jersey’s capital city, Capital Health System was a two-facility community hospital with a good range of services, but it was known primarily for expertise in trauma. Over the years, the health system had been quietly investing in state-of-the-art technologies like the CyberKnife® and the da Vinci® Surgical System and it began attracting high-quality physicians and stellar clinical teams. However, their brand was still perceived as just a good quality, community health system.
The CEO had other ideas with a vision to establish Capital Health as one of New Jersey’s leading teaching hospitals that provided world-class, tertiary care. His strategy included launching a sophisticated service line in neurosciences, headed by two nationally renowned neurosurgeons.
Princeton Partners developed the Unifying Brand Idea – “Innovation Advancing Healthcare.” And in just three words, “Minds Advancing Medicine’, we had a tagline that captured the CEO’s mission and brought to life the passion and role of every Capital Health employee.
We re-branded Capital Health from the inside-out, with an internal launch comprised of a custom video displayed throughout the health system, strategically timed events, brochures, table tents, banners, internal email communications, and promotional items. The external launch took a message of pride and accomplishment to the marketplace through cable, radio, newspaper, and outdoor advertising in addition to public relations, a new website, and digital marketing. Princeton Partners also launched The Stroke and Cerebrovascular Center of New Jersey to provide living proof that the promise of the brand campaign was real.
The internal campaign launch not only inspired every employee, but attracted congratulatory calls from doctors and CEOs across the state, who wondered where this formidable hospital had suddenly come from.
The external brand campaign, which featured the Stroke and Cerebrovascular Center, had quickly established Capital Health as a destination. In just sixty days, the helipad was receiving patients from over 20 hospitals inside and outside of New Jersey, often bypassing hospitals with top, national reputations. Also, the Center’s new website attracted more than 14,000 unique visitors and the site’s contact form achieved a 7 percent conversion rate, twice the industry average.