Strategic Business Planning
North Shore-Long Island Jewish
Health System
 

ORGANIZATION
North Shore-Long Island Jewish Health System is the third-largest secular, non-profit health system in the United States and the leading healthcare provider in its region.

CHALLENGE
When North Shore approached Princeton Partners Health, “the system” was comprised of 15 hospitals, including three world-class tertiary hospitals as well as a nationally recognized children’s hospital and a psychiatric facility, hospice and home care services, a major medical research institute, and many other health-related facilities. Its internal and external messaging was decentralized, as were most of the operations. They needed assistance in streamlining the strengths of the system. Moreover, there was a growing out-migration of patients to New York City for profitable specialty services — services North Shore could have performed with greater expertise and convenience. North Shore needed to protect and grow its market share without abandoning its core service area.

SOLUTION
The solution was a 2 ½ year project to reach these tactical objectives. Princeton Partners Health led the marketing, executive, and clinical leadership through a brand research, strategic planning, and discovery process to create a unifying and dynamic master system image designed to foster trust and loyalty for all stakeholders across the system’s hospitals, outpatient facilities, and service lines. This unified image would bind the delivery sites together and differentiate them from their competitors by aligning all marketing, business development, and communications efforts. Following intense and comprehensive research, and using competitive analysis and input from key stakeholders, marketing materials were created for maximum impact and penetration across the region using an approach that delivered rational messaging with emotional impact and appeal.

RESULTS
Across the board, for both overarching branding and service line initiatives, the unified brand and communications strategy brought the required dynamic element to North Shore’s internal and external communications and outreach. Consistent design and messaging brought clarity to marketing efforts. Core attributes were highlighted in an emotionally connective way, making messaging more relevant to consumers who might otherwise have gone to New York City for healthcare. New communication streams created economic value and positioned North Shore for growth in the out-migration population.

Princeton Partners Health was assigned Agency of Record for North Shore-Long Island Jewish Health System, and we continue to serve as a full-service strategic partner.

CREATIVE
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