Improving hospital system reputation: cardiac care outcomes

“I feel like I’m in my thirties again,” says Errol Singh, father of four and quintuple coronary bypass patient treated at Ellis Medicine’s Wright Heart Center. Before his cardiac surgery, Errol felt like he was missing out on life. Today, Errol’s back to his former energetic self; enjoying work and family life with renewed enthusiasm.Errol’s story was one of several featured in the Heart2Heart Conversations cardiac services marketing campaign for Ellis Medicine. By promoting successful cardiac outcomes the campaign is building Ellis’s reputation as a leading heart program, committed to rethinking healthcare processes and improving the patient experience.

Created around short- and long-format videos delivered via video-on-demand and the web, the campaign features one-on-one discussions with patients, doctors and staff. The videos provide credible and memorable examples of how Ellis is improving cardiac outcomes and raising the quality of life for for individuals and the community.

Our communication strategy utilizes traditional and new media, including online banner advertising, search engine marketing, paid search, as well as transit, outdoor and print components, to drive traffic to the web videos. In addition to the impressions and visibility of TV spots and VOD, the long-form web videos received over 4,000 views on the Ellis site in the first 4 months, more than doubling results from the prior year.

The cardiac service line campaign is part of the ongoing hospital branding initiative for Ellis Medicine, a hospital system serving New York’s Capital Region.