Princeton Partners Health Launches New Brand, New Logo for Capital Health ‘Minds Advancing Medicine’ Summarizes World-Class Healthcare System

PRINCETON, NJ (April 7, 2009) – Located in New Jersey's capital city, Capital Health is a 589-bed, acute-care, teaching hospital comprised of two facilities that offer Centers of Excellence in neurosciences, maternal/child health, cardiology, nephrology, trauma services, oncology, orthopedics, mental health and infectious diseases. In 2008, Capital Health called on Princeton Partners Health to help them evaluate their brand image and re-establish the brand as an innovator of healthcare in the region.

Research had shown Capital Health was seen as a community hospital with tertiary or specialized services, even though the health system was investing significantly in new technology and specialists. Princeton Partners Health was charged with improving Capital Health’s image among consumers and physicians as a regional leader in advanced medicine.

Along with launching a new name and logo, Princeton Partners Health created an integrated brand strategy encompassing advertising, Web, digital, public relations, internal communications, and physician marketing.

A new brand campaign was created and designed to accomplish several goals: launch the master brand to serve as an umbrella for all Capital Health Centers of Excellence, plus introduce the Stroke and Cerebrovascular Center of New Jersey headed by two nationally renowned, dual-trained neurosurgeons. The brand launch and Stroke Center campaigns had to function under the one master brand umbrella, allowing the Center to provide a national clinical expertise halo to the overall brand without overshadowing it.

The creative strategy came to life through the "We Did" campaign, which embodied the spirit of Capital Health’s history as a frontrunner in innovative healthcare in Mercer County. The campaign also promoted their new tag line which embodies the reality of Capital Health: Minds Advancing Medicine. "Princeton Partners Health worked closely with Capital Health to launch a campaign that would highlight the hospital’s world-class care and what that means to the surrounding community," commented 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. For more information, visit
www.princetonpartnershealth.com.

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