Gold award for Digital Campaign of the Year
Campaign: The Well
Client: Northwell Health
In a world of misinformation and manipulative messaging, especially around healthcare, Northwell Health set out to deliver trusted wellness advice and information to people when they need it most.
Healthcare Marketing Impact AwardsMeet the 2023 winners.
“The Well by Northwell Health” is a brand publication, created with ad agency Revmade, that includes documentary videos, advice columns and personal essays aimed at providing much-needed stress and comic relief to people around their healthcare choices, as well as confidence in their decisions.
The campaign—which demonstrated an acute understanding of its audiences and the ability to distribute the right content for them at the right times—earned Northwell gold for Digital Campaign of the Year among providers and insurers in the Healthcare Marketing Impact Awards 2023.
Revmade and the New York healthcare provider of more than 870 hospitals and care centers studied core audiences before creating the publication and found that they were frustrated with the health information they were finding online, feeling like publishers were trying to capitalize on their anxieties.
They continuously track the performance of their content to ensure they are giving patients the information they want and need—including debunking or confirming wellness advice they see on TikTok. They also deliver first-person video walkthroughs of health procedures and therapist advice columns via YouTube and newsletters.
“The Well” is a hyper-targeted, per-piece distribution campaign focused on owned channels; paid efforts are then deployed based on positive results.
Northwell reported nearly 20,000 visits to its website for more information and appointments in 2022 through the second quarter of 2023, as well as a 57% newsletter open rate. The company also said cost-per-clicks dropped to 19 cents, five times better than average benchmarks.