Meridian Health Uses Multiple Marketing Channels to Grow Pediatric Services

by Mark S. Gothberg

Four years ago, Meridian Health de­cided it had all the care components and expertise to seamlessly coordi­nate a full range of children’s health­care needs. It could provide a pediatric continuum, from preven­tion and wellness to illness diagnosis to treatment to recovery to research and education. But exactly how should it communicate this con­tinuum of care? Marketing concepts displaying various approaches were tested. “Consumers clearly under­stood that we were offering one-stop shopping, but the concepts didn’t resonant on an emotional level. So we decided to incorporate the power of the patient voice,” says Ryan Younger, director of marketing at Meridian Health, a Neptune, NJ-based health system comprised of six hospitals and dozens of affiliated outpatient centers, nursing homes, and other sites of care.

The Meridian Health pediatric net­work campaign was the subject of a presentation at the Sixteenth Annual Healthcare Internet Conference held in Las Vegas. Also presenting with Younger were Stefan Agustsson, partner with Tea Leaves Health in Roswell, GA, and Dave Bennett, until recently executive vice presi­dent with Krames StayWell. Younger recently supplied updated information.

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