Throughout the coronavirus pandemic, Northwell Well being, a 23-hospital system in New York, launched two campaigns to spur affected person engagement. By way of a Fb Reside collection, Northwell produced brief segments that saved sufferers knowledgeable of the most recent developments surrounding the pandemic. It’s “Collectively We Nicely” marketing campaign, which was a extra conventional advertising and marketing effort, homed in on the connection the well being system has with its group.
The success and high quality of the 2 campaigns earned Northwell this 12 months’s Finest in Present Award.
Northwell Well being’s Fb Reside ran from March 19 to April 30 with the aim of sharing correct details about the COVID-19 pandemic. The host, Rob Hoell, interviewed completely different material consultants as soon as per week for about 15 minutes. Subjects ran the gamut, from analysis and testing to restoration from the virus and what a post-COVID world could seem like. Subscribers have been capable of ask questions as a strategy to encourage engagement. The collection reached greater than 6 million folks, had 50 million impressions and about eight million engagements with the content material.
By way of “Collectively We Nicely,” Northwell needed to honor the connection it had with New Yorkers through the pandemic. The marketing campaign launched on Might 25 continued to air all through the summer season. Though a part of a broader technique to additional improve Northwell’s model recognition in a aggressive New York Metropolis market, “Collectively We Nicely” was additionally meant to encourage folks to take an lively half of their well being through the pandemic and as soon as it subsides.
In a model survey, 76% of respondents stated the marketing campaign was memorable. One other survey discovered that 89% felt Northwell stood out from the group. One survey respondent stated, “I haven’t felt impressed by a healthcare group earlier than.”
Healthcare Advertising Influence Awards – 2020