Drive Awareness for Northwell Health’s Rebranded Children’s Facility

Northwell Health, New York State’s largest healthcare provider, a valued client, wanted to raise awareness for the newly rebranded Cohen Children’s Medical Center of New York (formerly Schneider’s Children’s Hospital). With a limited budget, the challenge was to substantially increase top-of-mind awareness among primary caregivers of children under 16 in a highly competitive healthcare market.
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’s reputation as a trusted and innovative healthcare leader.

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Using audience and geographic data within 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). 
To maximize impact, we applied our Awareness 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:

• Video and audio served as the foundation for broad awareness.

• Hyper-local media, including community newspapers, provided trusted, grassroots-level reinforcement.

• Strategic OOH placements, such as bus shelters and shopping mall advertising, delivered targeted impressions in areas with high caregiver traffic.

• Message alignment was refined through testing, ensuring each channel supported awareness growth effectively.

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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.

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’s effectiveness. Key achievements included:
• 5% increase in top-of-mind awareness.
• 8% increase in total unaided awareness.
• 14% increase in total awareness.
• 9% increase in advertising awareness.
• 11% increase in hospital/system affiliation.