Princeton Partners Health Launches Capital Health System’s Institute for Neurosciences

PRINCETON, NJ, May 20, 2008- Princeton Partners Health concluded a three-month campaign to launch Capital Health System’s Institute for Neurosciences, a 27,000 square foot facility located in Hamilton, NJ. Opened in August 2007, the Institute offers seven centers of excellence which include The Spine Wellness Center, The CyberKnife Center, The Cerebrovascular Center, The Neurosurgery Center, The Center for Spinal Diagnostics and Interventional Pain Management, The Epilepsy Center and The Neuro-Oncology Center.

Princeton Partners Health conceptualized an integrated approach to raise awareness, including a series of three print ads, a radio spot, a patient brochure, and a landing page to accompany Capital Health System’s existing website (www.capitalhealth.org).

Using the headline “Let’s Talk” on all of the campaign components, Princeton Partners Health was able to convey the importance of the doctor- patient dialogue. The materials describe how each patient is treated by a medical team that develops a comprehensive care plan, including customized diagnosis and treatment options based on ongoing communications between the patient and their Capital Health physician. Princeton Partners Health also touched on the importance of having a continuum of care from beginning to end, including the initial consultation, to the diagnosis and rehabilitation process. In other words “they care how their patients are cared for,” which was the tag line used on all of the campaign components.

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