Direct mail is an important part of the rebranding for one of the country’s largest health systems.
Mailer Name: Northwell Health
Date Mailed: April 2016
Formerly known as North Shore-LIJ Health System, the healthcare giant rebranded itself at the beginning of January 2016. The 21-hospital system is the largest private employer in New York State, and 14th largest in the United States. It adopted “Look North” as the tagline for its campaign.
“Look North” is also the name for its publication. Its Spring 2016 issue was mailed to residents in communities served by Plainview and Sysosset Hospitals on Long Island.
A few paragraphs of copy on the back cover tie the new name to the health system’s mission. It’s “a nod to our past and a signal to our future,” it says. The table of contents page uses an infographic to talk about how Northwell is “Leading Change in Health Care.” For example, a map pins the locations of the facilities in its network. And it provides stats on employees, surgeries, and babies delivered.
The cover story, “Natural Remedies for Joint Pain,” describes the symptoms of osteoarthritis, as well as natural treatments.
But it is just one piece of content that plays to the strengths of both hospitals. Another article highlights Syosset’s disease-specific certification for 4 programs. This, along with statistics on joint replacements and spine surgery, helps build patient confidence.
Also, Syosset’s director of orthopedic surgery provides some advice on joint replacement. And a local patient who benefited from hip replacement surgery at one of the hospitals has his story told. All of that, and some yoga tips, also bolsters the credibility of the system’s expertise.
Make sure your customers have plenty of exclusive chances to shop with you and your company’s partners.