Princeton Partners Health launches Capital Health System’s CyberKnife Center to record-setting success.

PRINCETON, NJ, June 24, 2007 - Capital Health System, a two-facility, acute-care teaching hospital system in Trenton, NJ, acquired a state-of-the-art CyberKnife for complex tumor treatment — and needed to build awareness in the community among referring physicians and prospective patients. For this, they turned to Princeton Partners Health. Our two-part challenge: let physicians and patients know that CyberKnife was available in the immediate area, then use the paradigm-changing technology to incent referrals. To do this, we created a highly-focused multi-media launch campaign. Newspaper, outdoor, and radio highlighted CyberKnife’s emotional impact on patients, while a microsite and direct-to-physician mailing covered the rational and technical aspects, as well as the program director’s unique credentials. The four-week campaign resulted in a 545% increase in calls from doctors and patients eager for more information.

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