{"id":5055,"date":"2025-09-22T05:30:32","date_gmt":"2025-09-22T10:30:32","guid":{"rendered":"https:\/\/icom.imagemakers-inc.com\/?post_type=casestudy&#038;p=5055"},"modified":"2025-09-22T05:30:33","modified_gmt":"2025-09-22T10:30:33","slug":"drive-awareness-for-northwell-healths-rebranded-childrens-facility","status":"publish","type":"casestudy","link":"https:\/\/icomagencies.com\/work\/drive-awareness-for-northwell-healths-rebranded-childrens-facility\/","title":{"rendered":"Drive Awareness for Northwell Health\u2019s Rebranded Children\u2019s Facility"},"content":{"rendered":"    <div class=\"section-wrap casestudy-hero position-relative casestudy-hero-block color-definer dark-color\"  >\r\n        <img decoding=\"async\"\r\n                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-banner.jpg\"\r\n                alt=\"case study banner\"\r\n                class='position-absolute w-100 case-study-banner'\r\n        \/>\r\n       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'Show Less' : '...';\r\n                                        showMoreButton.classList.toggle('hidden-term');\r\n                                    });\r\n                                }\r\n                            });\r\n                        <\/script>\r\n\r\n\r\n                    <\/div>\r\n                    \r\n                \r\n\r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n        <a href=\"javascript:;\" id=\"work-scroll-link\" class=\"scroll-btn-wrapper work-scroll-btn-wrapper\">\r\n            <div class=\"scroll-text\">SCROLL<\/div>\r\n            <span class=\"scroll-btn\">\r\n                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/down-arrow-round.svg\" alt=\"bottom arrow scroll icon\" \/>\r\n            <\/span>\r\n        <\/a>\r\n    <\/div>\r\n    \n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">BACKGROUND\/GOAL<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">Northwell Health, New York State\u2019s largest healthcare provider, a valued\u00a0client,\u00a0wanted to raise awareness for the newly rebranded\u00a0Cohen Children\u2019s Medical Center of New York\u00a0(formerly Schneider\u2019s Children\u2019s Hospital). With a limited budget, the challenge was to\u00a0substantially increase top-of-mind awareness among primary caregivers of children under 16\u00a0in a highly competitive healthcare market.<br>This initiative was one of more than 70 campaigns we executed annually for Northwell Health across brand, service lines, and specific facilities during our six-year partnership. Each campaign had unique goals, but all shared the objective of reinforcing Northwell\u2019s reputation as a trusted and innovative healthcare leader.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\">Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.<br>Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.<\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">STRATEGIC MEDIA APPROACH<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">Using audience and geographic\u00a0data\u00a0within our proprietary platform Edge, we identified and prioritized parents with children (6 and under) across Long Island and the surrounding geographies (those willing to drive the distance).\u00a0<br>To maximize impact, we applied our\u00a0Awareness Prediction Modeler, which determined the optimal frequency levels and GRPs required to achieve our awareness goals. This scientific approach ensured every dollar worked as hard as possible. The resulting media plan was frequency-driven and multi-channel, with messaging carefully matched to each touchpoint:<br><br>\u2022\u00a0<strong>Video and audio<\/strong>\u00a0served as the foundation for broad awareness.<br><br>\u2022\u00a0<strong>Hyper-local media<\/strong>, including community newspapers, provided trusted, grassroots-level reinforcement.<br><br>\u2022\u00a0<strong>Strategic OOH<\/strong>\u00a0placements, such as bus shelters and shopping mall advertising, delivered targeted impressions in areas with high caregiver traffic.<br><br>\u2022\u00a0<strong>Message alignmen<\/strong>t\u00a0was refined through testing, ensuring each channel supported awareness growth effectively.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\">Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.<br>Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.<\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">RESULTS ACHIEVED<br><\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">The campaign was rigorously measured through six-month pre- and post-campaign research conducted by Lieberman Responds Research. Results validated both the accuracy of our modeling and the campaign\u2019s effectiveness. Key achievements included:<br>\u2022\u00a0<strong>5% increase<\/strong>\u00a0in top-of-mind awareness.<br>\u2022\u00a0<strong>8% increase<\/strong>\u00a0in total unaided awareness.<br>\u2022<strong>\u00a014% increase<\/strong>\u00a0in total awareness.<br>\u2022\u00a0<strong>9% increase\u00a0<\/strong>in advertising awareness.<br>\u2022 11% increase in hospital\/system affiliation.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n    <div class=\"content-wrap our-work-page color-definer light-color\" id=\"content-gallery-69dffe1375b07-8171\">\r\n        <div class=\"section-wrap image-gallery-block\">\r\n            <div class=\"center-container\">\r\n                <div class=\"image-gallery-row odd-element-mob-media odd-media-lib\">\r\n                                            <div class=\"gallery-box cursor\"\r\n                             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