How LevLane helped a NJ healthcare system grow and garner national attention
LevLane Wins Three Gold Awards for NJ’s Kennedy Health Marketing Campaign
At Inaugural National Ad Age/Modern Healthcare Conference
Agency Honored for Best Integrated Campaign, Print and Radio Campaigns
For about 10 years, LevLane has loved working with Kennedy Health System, positioning Kennedy as a leader in consumer healthcare in southern New Jersey. Over the years, Kennedy has grown with its three regional hospitals and an ever-expanding network of great primary doctors and specialty practices who together serve thousands of local residents with quality care.
The latest effort has brought exciting attention at the national level for both LevLane and Kennedy Health. LevLane an Kennedy Health this week won three gold Healthcare Marketing IMPACT awards in a competition sponsored by Advertising Age and Modern Healthcare magazines.
LevLane was chosen with the awards for the best integrated campaign of the year, best print and best audio (or radio) campaigns to promote the Kennedy Health Alliance, a network of primary and specialty care medical practices that launched in 2011 throughout southern New Jersey and serves as a gateway for Kennedy’s three area hospitals and outpatient centers.
The awards recognized the healthcare industry’s best advertising, marketing, promotion and communications campaigns. With 140 entries in nine categories., the winners were chosen based on a combination of creativity and marketing effectiveness.
The multimedia campaign, which launched early this spring and is ongoing, was titled, “I’m not a doctor. But I know what I want from one.”
From the beginning, the results were terrific.
In the first month of the campaign, Kennedy Health’s call center volume increased by more than 10,000, web site traffic increased sharply, community engagement on social media blossomed, and most importantly patient visits rose significantly. The campaign primarily targeted women as the healthcare decision-makers in a family and includes:
- ads in several South Jersey newspapers
- a new South Jersey Traffic First sponsorship during KYW Newsradio’s morning rush and spots throughout the day
- television spots on morning news and in programming in different dayparts that effectively reach the target demographic
- outdoor ads
- online digital advertisements
Rather than featuring the physicians and their expertise, the campaign aimed to “speak to the consumer from a consumer,” said Bruce Lev, agency partner and chief creative director. Bruce was part of a LevLane team who accepted the award along with Frances G. Atkinson, Kennedy’s vice president of marketing, at a special reception in Chicago.
“We’ve had a longstanding relationship with Kennedy, and we wanted to highlight the peace of mind for patients that comes with having a team of great doctors built around your own personal healthcare needs,” he said.
The winners will be featured in a special supplement of Modern Healthcare, a national publication that reaches more than 70,000 readers weekly.
“Kennedy is thrilled to have been honored with these awards,” said Atkinson. “We have had a great working relationship with LevLane as our agency for the past decade, and this campaign totally captured our vision and message, while helping building business for the Kennedy Health Alliance. It was a win-win all the way around.”
LevLane is an integrated marketing communications firm with a 30-year record of success building brands and driving consumer action. From its offices in Center City Philadelphia’s historic Wanamaker Building, LevLane’s strategic acumen and emotionally-driven creative has inspired love for clients in virtually every industry category, including healthcare, senior living, retail and franchise businesses, banking and professional services, governmental agencies and non-profits.
Kennedy is a health services delivery system serving the communities of southern New Jersey. Kennedy meets the community’s healthcare needs at its hospital campuses in Cherry Hill, Stratford and Washington Township, NJ, and at outpatient facilities throughout Camden and Gloucester counties. Kennedy University Hospital is the Principal teaching hospital of Rowan University School of Osteopathic Medicine (RowanSOM). Kennedy is also a member of the Penn Cancer Network and the Jefferson Neurosciences Network (JNN).