During the coronavirus pandemic, Northwell Health, a 23-hospital system in New York, launched two campaigns to spur patient engagement. Through a Facebook Live series, Northwell produced short segments that kept patients informed of the latest developments surrounding the pandemic. It’s “Together We Well” campaign, which was a more traditional marketing effort, homed in on the connection the health system has with its community.
The success and quality of the two campaigns earned Northwell this year’s Best in Show Award.
Northwell Health’s Facebook Live ran from March 19 to April 30 with the goal of sharing accurate information about the COVID-19 pandemic. The host, Rob Hoell, interviewed different subject matter experts once a week for about 15 minutes. Topics ran the gamut, from research and testing to recovery from the virus and what a post-COVID world may look like. Subscribers were able to ask questions as a way to encourage engagement. The series reached more than 6 million people, had 50 million impressions and about 8 million engagements with the content.
Through “Together We Well,” Northwell wanted to honor the relationship it had with New Yorkers during the pandemic. The campaign launched on May 25 continued to air throughout the summer. Although part of a broader strategy to further enhance Northwell’s brand recognition in a competitive New York City market, “Together We Well” was also meant to encourage people to take an active part in their health during the pandemic and once it subsides.
In a brand survey, 76% of respondents said the campaign was memorable. Another survey found that 89% felt Northwell stood out from the crowd. One survey respondent said, “I haven’t felt inspired by a healthcare organization before.”