Hearing about the rebranding and repositioning of a healthcare brand is generally uninteresting.

How could we change this?

By transforming this seemingly irrelevant announcement into news that would generate buzz. Every other healthcare system and hospital talk about incurable diseases and near death experiences. We approached the launch of Northwell health in a different and refreshing way. We employed the arrival of the first baby born into our system on January 1st, 2016 as a metaphor to announce the birth of a brand new healthcare system.

This baby (Austin Joseph) was meant to represent the network of 61,000 employees, in 21 hospitals and over 450 outpatient and research facilities. How they are not only there to take care of him when he is sick, but will be dedicated to keeping him healthy his whole life.

• Implementation: The commercial started running at 2pm New York time on TV and distributed online through the brand's social channels.

• Timeline: The commercial was shot, edited and finished in 10 hours. It aired 14 hours after it was first shot and ran on TV for a week.

• Placement: Regional major television stations; social media channels; paid online pre-rolls and banners.

• Scale: All major TV stations across the tristate area.

• Over 3.8 million PR impressions

• Over 1.8 million FB views 

• Direct traffic to the website spiked 34% in January 2016 vs same period 2015

• Search volume for “Northwell Health” related keywords spiked in Jan 2016 (+604% vs. Dec 2015 NSLIJ)

• Mentions about “Northwell Health” across social media channels picked up in Jan 2016 (+693% vs. Dec 2015 NSLIJ)

• Extraordinary increase in appointment request though Northwell’s website  in Jan 2016 (+33% vs. Dec 2015 NSLIJ)