Building Long-term Community Awareness
Capital Health System (CHS)
 

ORGANIZATION
Capital Health System (CHS) is a two-facility, acute-care teaching hospital system in Trenton, NJ. CHS acquired the state-of-the-art CyberKnife and daVinci for complex prostate cancer treatment.

CHALLENGE
Capital Health System’s business goal for the year was to schedule several procedures for its new, highly technologically advanced surgical systems—CyberKnife and daVinci. Their business strategy was to reach out to men currently living with prostate cancer, and they called on Princeton Partners Health (PPH) to help them reach their goal.

PPH recommended a marketing strategy that would allow CHS to widen its target audience beyond men living with prostate cancer to all men age 50 and older by launching a cancer screening campaign. The challenge then became raising awareness about prostate cancer, and urging men to schedule a free prostate cancer screening at CHS.

SOLUTION
The creative strategy was designed to make the topic of prostate cancer less clinical and fearful and more approachable. We positioned CHS as a hospital system committed to early detection by providing free screenings, and as the only hospital in the area to offer every prostate treatment option available. The creative invited men to attend the “biggest screening of their life” using a Hollywood red carpet premier theme. The campaign’s core message—“Screening Saves Lives”—encouraged men to take action regarding their own wellness by scheduling a screening.

PPH developed and executed an integrated media plan across TV, radio, print, out-of-home, Web and public relations over a six-week period. To support the media effort, we conducted a grassroots outreach at cultural and philanthropic events, train stations during prime commuting times and local malls where we drew attention to the screenings program, and encouraged appointment sign-ups. Street teams were also utilized to distribute materials to local shops, restaurants, Elks Clubs and professional and community theaters. Lastly, we targeted more than 4,000 CHS’ employees through a dedicated email, and recruited them to be ambassadors for the program.

RESULTS
Since the campaign kicked off, Capital Health System has scheduled hundreds of screenings and is well on its way to achieving its goal. Moreover, the program will produce long-term results by heightening awareness of CHS’ services among men who might not have gotten regularly screened before the campaign. Additionally, the campaign concept was so well received that it has moved beyond its prostate cancer treatment services and expanded into a broader message of “Caring for the Community.” CHS now has a turnkey program that it can leverage for other community programs in the future.

PPH's work on the “Rolling Out the Red Carpet” prostate screenings campaign has been recognized by different healthcare organizations, including:

• The New Jersey Hospital Association’s Health Research and Education Trust of NJ Community Outreach Award for Improving Access and Quality of Care
• The Healthcare Advertising Awards (Healthcare Marketing Report)
  Gold Award – Health Promotion Program
• The Healthcare Advertising Awards (Healthcare Marketing Report)
  Merit Award – Radio Advertising/Single Spot
• The Healthcare Advertising Awards (Healthcare Marketing Report)
  Merit Award – Total Advertising Campaign"

CREATIVE
Mouse-over the grid to see a thumbnail of the work. Click to see a bigger version.