// By Jane Weber Brubaker //
How many health systems do you know that could launch their first ever digital campaign on four weeks’ notice? When funding for a marketing campaign materialized in the fall of 2015, Lahey Health’s Specializing in You campaign was fast-tracked, with a mandate to be in market by October 1. “The first email I got from our [marketing and communications] team was on September 2,” says Toni-Lynn Hansen, Director of Interactive Communications.
The speed of deployment was noteworthy, but the campaign also represented a shift in focus for the marketing department. “Historically, the marketing campaigns for Lahey Health had very much been focused on brand awareness, because the system was so new,” says Hansen. Lahey Health, in the Boston area, was formed in 2012 when Lahey Hospital & Medical Center merged with Northeast Health System. Winchester Hospital was added to the system in 2014.
The goal of the Specializing in You campaign was to elevate the image of one of the hospitals in the system, Lahey Hospital & Medical Center, an academic tertiary medical center, a teaching hospital of Tufts University School of Medicine. “Research showed that people within the community saw Lahey Hospital & Medical Center as just another community hospital, and did not appreciate the fact that it is a teaching hospital that has tertiary care, and quaternary care with transplantation,” says Hansen.
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Does your market know about all the good work you do? Are you a “hidden gem” in your community? Before Specializing in You, if you had asked anyone in Burlington, Massachusetts if they knew where the largest live liver donor transplant program in the country was, they would have been stumped. Little did they know that it was right in their own backyard. Continue reading to find out how Lahey Health seized the opportunity to tackle this challenge, with no time to spare. Please log in.
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