Stony Brook Advanced Specialty Care
build a strong recruitment strategy and the patients will come
overview
Stony Brook Advanced Specialty Care is a 150,000-square-foot facility about 15 miles west of the leading healthcare provider’s Eastern Long Island flagship facility. The expansive multispecialty center has more than 30 specialties, cutting-edge research, as well as advanced diagnostic and imaging services—all in one single, convenient location. What didn’t they have? Patients. We helped drive nearly 20K new ones in less than one year.
INTEGRATED MEDIA CAMPAIGN
Hitting the heart of healthcare decisions (and decision makers)
Our research with female heads of household in Stony Brook’s catchment area showed that 70 percent of these primary healthcare decision makers would consider an “all-in-one” medical facility that offered convenient quality care—if only they knew where to find one. Our integrated awareness campaign made sure they did.
Print and out-of-home executions mixed heartwarming visuals with a prominent practice listing to position Advanced Specialty Care as “your family’s new healthcare home.”
Geo- and demo-targeted radio and streaming audio delivered direct-yet-emotional messaging to female caregivers tying the center’s specialties to the loved ones they care about.
Digital
Find patients looking to find care …
Our awareness-building and specialty-focused digital display campaign—together with paid search promoting priority service lines—drove prospective patients to learn more or call for an appointment.
PROGRAMMATIC DIRECT MAIL
Promote priority service lines
Programmatic direct mail—delivered to a prospect’s home within 48 hours of a visit to the Advanced Specialty Care website—focused on driving new patients to the Center’s priority service lines: primary care, dermatology, orthopedics and ob-gyn.
Outcomes
Within the campaign’s first year:
19K+
new patients
8.8M
audience impressions
30%
more efficient cost-per-lead versus industry benchmark