Our brand is stronger than ever, and we have been thrilled with the engagement we have had with our real patient stories.
Using stirring, emotional creative to extend market lead.
For more than 10 years, we have helped Valley Health System stand out in a crowded and competitive market.
Tough competition against world-renowned care in a giant media market
Valley Health System is based in Ridgewood, N.J., just outside of New York City. To succeed in the face of constant competition, it needed a reliable partner capable of defining and strengthening its brand.
Tapping emotion and leveraging strategic partnerships
We led Valley through our 5D Brand Process, delivering a Brand Compass that defined its distinctive brand. From there, we built a platform to develop impactful creative campaigns that would build and extend a nearly unassailable market lead over a decade of partnership.
Defending and strengthening a brand
During the first 18 months of the most recent integrated brand campaign, Valley defended its position as market leader in top-of-mind awareness and overall preference. Across the market, ad recall levels were 32 percent higher for Valley than its next closest competitor. This is particularly remarkable considering Valley was significantly outspent in the market. Over more than 10 years, Core helped define and strengthen Valley’s brand identity with numerous campaigns. In turn, these integrated campaigns, many supporting specific service lines, have won more than 10 awards.
Valley faces the challenge of succeeding in a market with some of the most prestigious medical facilities in the world. To deliver the results they needed, we focused on delivering evocative creative that speaks to people’s emotional needs for healthcare services. A brand campaign using real patients and real stories, told in their own words, demonstrates Valley’s ability to heal its community, while integrating the strength of service lines that are of strategic importance. The work reinforces Valley’s brand position, a dedication to building a superior patient experience that made its brand unique in its market.
A decade of brand strength
Building a brand requires more than memorable creative. For Valley, we have developed targeted campaign planning to spark patient acquisition and an ROI that proves leadership goals are being exceeded. Tactical solutions like video storytelling, dedicated landing pages, SEM and pinpointed out-of-home and digital media placements, with a strategic use of budget, in America’s biggest media market did the work that delivered the results.
Results: Analytics and Measurement
Core’s integrated campaigns have helped Valley maintain awareness, inspire confidence among members of its target consumer market and increase perception of its ability to treat the most serious conditions – a vital differentiator in such a competitive market.
Every step of the way, the creative solution met the client’s high expectations while delivering results.
- A campaign to establish Valley’s Hospice Care Services brought more than 800 inquiries, exceeding projections
- A 300 percent increase in consultations for bariatric surgery and a 15 percent increase in actual surgeries, helped drive revenue
- A campaign focusing on Valley’s use of cutting-edge robotics technology contributed to a 12 percent increase in patient volumes
- A neurology campaign led to more than 50 inquiries from new patients, which converted an astonishing ROI
- A campaign to support Valley's Center for Childbirth far exceeded expectations, beating campaign objectives across the board with 380 percent more unique site visitors, 278 percent more phone calls to a dedicated phone number, and a 565 percent increase in conversions (visitors to the microsite, Valley Health System's website or the campaign's dedicated Facebook page)
- A second campaign for The Center for Childbirth focused on the emotions of being a new parent to lead to a year-over-year 363 percent in site traffic with more than 275 phone call requests for tours of the center