In partnership with our sister agency, Primacy, who developed the creative strategy, our advertising approach has driven significant business results.
In just six months, website traffic and service line visits rose by 12% and 8% respectively. Compared to rival hospitals, we saw a +66% boost in Best Overall Quality, while their ratings were either flat or declining. We also marked a +39% surge in Best Doctors rating and increases of +30% or more in Best Image/Reputation, Latest Tech & Equipment, and Most Preferred for all Health Needs. Minor but important growth was also visible in Surgical Procedures (+2%) and Overall Inpatient Volume (+3%).
The rebranding to Middlesex Health was gauged through brand survey, online metrics, and website activity, revealing a distinct upward trend. Branded search queries for Middlesex Health showed stronger recognition as a Health System over time, a +10pt lift in acknowledgment as a “comprehensive health system”, a +136% boost in organic searches for the new brand name, and a resounding 22M digital impressions in the first quarter post-launch.
