Through the My Story brand campaign, we helped Valley Health System stand out from the competition and strengthen its brand.
Located just miles away from New York City — home to some of the world’s most prestigious medical facilities — Valley Health System is continuously challenged to defend its position in the market.
That’s not to say the health system doesn’t have accolades of its own to boast. In fact, market research conducted in 2016 revealed that awareness and perception of the health system was virtually unbeatable. But, with competition increasing, Valley knew it had to go on the offense — launching a campaign that helped maintain awareness levels, inspire confidence among members of its target consumer market and increase perception of its ability to treat the most serious conditions.
Valley engaged with Core Creative to define the health system’s brand in the market. Using insights designed to define Valley’s unique brand personality, Core Creative developed an approach to bring life to a powerful, but often overshadowed brand through the words of its most powerful allies: Its patients.
The resulting campaign told the stories of real patients using an interview-style approach. Stories were told through TV, radio, print and online executions. Viewers were invited to learn more on Valley's website. Patient stories highlighted the intensely human, but amazingly distinctive care that can be expected of Valley care providers. Key messages reinforcing Valley’s accolades and affiliations with Cleveland Clinic and Mount Sinai helped further communicate the health system’s ability to treat the most serious conditions.
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.
“Our brand is stronger than ever, and we have been thrilled with the engagement we have had with our real patient stories.”Megan Fraser - VP, Marketing, Valley Health System, Ridgewood, NJ
During its first 18 months, the integrated brand campaign has been a success. Market research revealed that:
Outputs include:
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