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Healthcare Marketing

Project type

Marketing Engagement

I was part of the team that developed the HealthU brand for Hackensack Meridian Health (HMH) — a 16-hospital system in New Jersey — in 2018.

At the time, HMH sent out a quarterly magazine, called HealthViews, to 2.2 million residents of New Jersey. It also sent customers to an unnamed online content hub. And it sent out an informational email, branded only by the healthcare network. The audience was out there, but HMH needed to speak to it with one voice.

HealthU, a comprehensive healthcare content brand, was designed to change that. With a redesigned publication, website and e-newsletter, plus new social media presences, videos and a podcast, our team helped HMH to connect with its audience under a single trademark. Inspiring patient testimonials complement smart health and wellness advice, making HealthU a onestop healthcare destination for New Jersey consumers.

Within six months of rolling out the new strategy, 2,940 calls (2,116 physician referrals and 1,710 service referrals) came to the dedicated HealthU call center number. 1,316 individuals utilized HMH services after a call center contact from HealthU, 13% of which were new patients to the network, resulting in $6.9 million in additional system revenue.

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