Launching New Technologies
Capital Health System (CHS)
 

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

CHALLENGE
Princeton Partners Health was contracted to handle this critical launch. We leveraged the uniqueness of this technology in the region to advance the overall CHS brand. Our job was to elevate patient awareness and physician referrals. We needed to let consumers and physicians within CHS’s footprint know that CyberKnife was available in the area — but just as important was educating them about the technology’s unique way of treating the most difficult tumors.

SOLUTION
A concentrated multimedia launch using Web, newspaper, out-of-home, and radio was conducted, along with creating a unique microsite within CHS’s Web site. Executions were built on both rational and emotional foundations: the unique non-surgical CyberKnife process was coupled with fact-based testimonials designed to start a meaningful dialogue about CyberKnife between patients and their doctors.

We also created impactful direct mail targeted at Neurologists, Neurosurgeons, Oncologists, Otolaryngologists and Orthopaedic Specialists. The messaging highlighted the program director and main physician spearheading the new technology at CHS. The piece was a doctor-to-doctor initiative educating physicians and inviting them to an open house tour of the new facility, which we coordinated.

RESULTS
Phone calls to the program’s call center increased 545% during the fourweek launch period, primarily from patients eager to learn more and educate their own doctors. Additionally, many area physicians made calls directly to the program’s director. After the successful approach to the CyberKnife launch, CHS engaged us in larger strategic initiatives to advance their Neurosciences Institute and related service lines.

CREATIVE
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