We focused on patients’ frustrations to create a clear solution that generated unexpected results.

PRINCETON, NJ, July 2, 2007 - Following the success of the CyberKnife launch, Capital Health System awarded Princeton Partners Health the launch of its Institute for Neurosciences. After defining the Institute’s parameters and purpose with hospital executives, we created a campaign to address patients’ confusion and frustration over their diagnosis and treatment, related to specialties within the Institute. The Let’s Talk campaign focused on the central aspect of care at the Institute – the ongoing dialogue between the patient and their medical team – as well as the top specialists and most advanced technologies available from one healthcare system. The launch campaign was designed to create awareness of the Institute for Neurosciences and its specialties – spine wellness, pain management, CyberKnife, cerebrovascular and stroke, neurosurgery, neuro-oncology, and epilepsy. In addition to reaching prospective patients in the community, the campaign also strengthened relationships with referring physicians and educated them on the continuum of specialty services, diagnostic and treatment capabilities from non-invasive through tertiary care. The impressive patient response was achieved through an integrated print, radio and interactive campaign.

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