Princeton Partners Health Recognized as Outstanding Healthcare Marketing Firm

PRINCETON, NJ (February 10, 2009) – Princeton Partners Health (PPH), a healthcare marketing agency located in Princeton, NJ, and one of its largest clients, Capital Health System (CHS), recently received the prestigious Health Research and Education Trust of NJ Community Outreach Award for Improving Access and Quality of Care. The award was presented at the 90th Annual Meeting of the New Jersey Hospital Association (NJHA) on January 16, 2009 for exceptional community outreach that resulted from its Rolling Out the Red Carpet campaign.

The Rolling Out the Red Carpet screenings campaign improved access to prostate screenings for men over the age of 50, regardless of health insurance and ability to pay. PPH implemented an integrated, focused media plan that enabled CHS to achieve a cost-effective outreach to the targeted geographic area of less than 12 cents per impression. The campaign consisted of print, radio, and cable television advertising, as well as public relations, internal communications and community outreach events throughout the expanded marketplace that CHS was looking to reach.

The campaign originated in May 2008 when Capital Health System approached PPH to help them drive physician referrals for procedures using its advanced surgical systems—CyberKnife and daVinci. Originally, the CHS strategy was to conduct an advertising campaign focused on the technology with a target market of those men who had been recently diagnosed with prostate cancer but had not yet chosen a treatment plan. Through PPH’s research, they discovered that the New Jersey Department of Health and Senior Services had reported 748 prostate cancer cases combined in both Mercer and Burlington counties between 2000 and 2004. Knowing that CHS’ strategy had them targeting only a percentage of those cases, PPH determined that the audience segment was too slim to appropriately drive business to achieve CHS’ business goals. PPH identified an opportunity to widen CHS’ target audience beyond men living with prostate cancer to all men ages 50 and older.

Princeton Partners Health designed and implemented a free prostate cancer screenings campaign to detect prostate cancer earlier and to build an initial relationship with patients. “With its new state-of-the-art technologies, CHS is the leading hospital system for the treatment of prostate cancer in this area. PPH needed to ensure that the surrounding community knew about and had access to these advanced treatment options, but in a way that broadened their target audience.” said Gabrielle DeTora, Vice President of Health Strategy at Princeton Partners Health.

Through its strategic marketing approach, PPH led a successful campaign resulting in hundreds of thousands of residents receiving information about the advanced prostate cancer care and technology at CHS. Nearly 4.3 million impressions were generated through the massive TV, radio, billboard, print, digital, public relations and community outreach campaign. More than 500 men registered for the screenings and 310 attended one of the 11 free screenings. Of those who attended the free screenings, more than 15 percent of the men were referred for further evaluation. “CHS’ ability to expand the marketplace made this campaign successful,” said DeTora.

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.

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