Princeton Partners Health Wins at 2008 Healthleaders Marketing Awards

PRINCETON, NJ (November 1, 2008) – Princeton Partners Health (PPH), a marketing agency located in Princeton, NJ, has been recognized for an awareness campaign developed for the New York Health and Hospitals Corporation (HHC). The campaign, “Take Care New York”, received the Distinction Award for Best Community Relations Campaign at the 2008 HealthLeaders Media Marketing Awards at Chicago in October. The Awards program celebrates the best results-based marketing campaigns in the country.  

Princeton Partners Health was charged with addressing HHC’s conflicting business goals. First, they needed to improve healthcare for the increasing number of at-risk New Yorkers (who speak more than 88 different languages). Second, they needed to decrease the costs of covering these uninsured, charity care, and bad debt populations. On the surface, it appeared that succeeding in the first goal would impede the second. Princeton Partners Health worked with HHC to integrate two major healthcare plans and went on to create what is now referred to as “the most extensive health screening program ever executed in the City of New York.”

We began by initiating a program to enroll the uninsured patients in the Child Health Plan and the Family Health Plus at low and no cost to the patients and their families. Then we created a proactive ‘wellness’ screening initiative with two goals: capture market share of the insured population, and also catch health issues in earlier stages in the low income and uninsured populations.

The “Take Care New York”’ campaign was so successful that the Mayor of New York City proclaimed October as Take Care New York Month. HHC hosted hundreds of screenings, health education programs, and events at HHC facilities throughout the city. The marketing featuring NYC’s Big Apple was produced in the 23 most-used languages and culturally appropriate styles, so that every constituency would feel–and be–included.

The award-winning campaign has shown enormous success and was strongly embraced by the community. In the first year, 23,000 New Yorkers responded and were screened for serious health risks. More than 12 percent required immediate or follow-up care. HHC also enrolled thousands of new members in its health insurance plans, providing a 2:1 ROI for the Take Care New York program. By the third year, 65,000 New Yorkers were screened and “Take Care New York” was honored as the “Best Public Health Campaign” in the nation by the National Health Information Awards Program

New York City’s Health & Hospitals Corporation (HHC) is the nation’s largest municipal health system, with 11 acute-care hospitals, four skilled nursing facilities, six large diagnostic centers, and more than 80 community clinics throughout the city’s five boroughs, and annual revenue of $5.4 billion.

Princeton Partners Health is a highly innovative, integrated brand marketing agency that serves health systems, governments, and non-profit organizations. Princeton Partners Health remains grounded in its commitment to helping organizations improve healthcare and wellness.

< back to press releases