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Maimonides Health is Brooklyn’s largest and longest-standing health system, with clinical specialties that rival the best in the world and staff who know and care deeply about the community they serve.
The Brooklyn that Maimonides serves is incredibly diverse, with over 50% of its population speaking a language other than English at home. And as culturally different as its neighborhoods may be, there is a palpable sense of pride that unites them. What truly sets Maimonides apart is its deep understanding, commitment and connection to their community. They’re a hospital by Brooklyn, for Brooklyn.
Our work was to remind Brooklynites that Maimoides knows Brooklyn best — highlighting its deep roots in the community, its high-quality and accessible care as well as its appreciation and shared pride for its diverse neighborhoods.
While Maimonides was the largest and longest-standing hospital system in Brooklyn, Manhattan’s hospital systems started to move in — with deeper pockets, nationally known names and a desire to increase their footprint in the borough.
Maimonides faced the challenge of reminding Brooklynites that they are the hospital that knows Brooklyn best with the goal of encouraging Brooklynites to choose Maimonides for their care vs. other health systems.
Our approach was all about connecting culture to care. Maimonides had what no newcomer did: a connection to every block, building and family in Brooklyn going back generations. We just needed to meet Brooklynites where they were and own what makes Maimonides different – while they were ordering in the bodega, looking at their phones on the subway and walking through the neighborhood.
For the “My Bklyn. My Care.” campaign, we made the community the hero. Every person featured in our 360º campaign was either a Brooklyn resident or a Maimonides staff member.
Media strategy focused on broad-reaching channels such as TV, streaming audio, social media, and street-level OOH in major, walkable, neighborhood centers to remind our audience that world-class care was right around the corner.
Since 50% of Brooklynites speak one of 200 languages other than English, we translated and transcreated our message in Spanish, Arabic, Chinese, and Russian so that everyone in Brooklyn knew they could count on Maimonides.
The number of Brooklynites picking Maimonides first for emergency care jumped 31%, we saw a 14% increase in first choice hospital for overall quality YoY, and CPM dropped 25%.
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