Deborah Heart and Lung Center began nearly a century ago as a charitable center for New York City garment workers to recover from tuberculosis in what was considered New Jersey's therapeutic pine barren air. Albert Einstein joined legions of other donors to ensure that needy patients not be charged for their care. With the advent of antibiotics and the eradication of TB, Deborah shifted gears towards open-heart surgery, and was the first hospital in New Jersey to pioneer these techniques. Deborah's early reputation for compassionate care was continually matched by extraordinary innovations in cardiac care but that message needed to be refreshed. Many remained unaware of the leading edge surgical techniques and non-surgical alternatives for diagnosing and treating all forms of cardiac, vascular and pulmonary diseases, including congenital and acquired heart defects.
Deborah wanted a rebranding campaign to highlight the passionate stories of Deborah's dedicated care and the lessor known record of its innovative healing.
Strategic goals:
Tactical goals:
Through the unscripted voices of patients and doctors, tell the Deborah story in a series of four authentic "patient journey" videos dramatically portraying Deborah's successful medical expertise and the real personal determination to "demand Deborah" care.
The videos were received with great emotion at the employee town hall meetings and the annual fundraising galas. Not only have they heartened those who already love Deborah, they represented the innovative care that comes from this renowned institution. The following results were achieved with less than $1,000 in paid boosting for four videos.
Metrics:
Karen Magrini's Patient Story - Successfully engaged Deborah audience
Maria Jelinek video - Successfully engaged Deborah audience
1% Survivor - Successfully drove traffic to new website
"A hole in my heart" - Successfully drove traffic to new website
MARCH 2014 unique visitors to Deborah.org..................6,809
MARCH 2015 unique visitors to DemandDeborah.org...11,953
76% Total Increase in Traffic
Unique Visitor Increase:
MARCH 2014....................6,809 were new visitors to Deborah.org
MARCH 2015...................10,844 were new visitors to DemandDeborah.org
59% Total Increase in New Visitors
Returning Visitors
MARCH 2014...................2,067 were returning visitors to Deborah.org
MARCH 2015...................5,038 were returning visitors to DemandDeborah.org
144% Total Increase in Returning Visitors
