Greatness Within

CarePoint Health
problem

Perception is everything
The stiff competition in CarePoint Health’s New Jersey location meant the health system was in a constant fight for market share. Its community hospital, Hoboken University Medical Center—which has served the area for generations—was suffering from the perception that it was less-than and couldn’t possibly offer the same first-rate doctors and technology available across the river in New York City.

problem

Perception is everything
The stiff competition in CarePoint Health’s New Jersey location meant the health system was in a constant fight for market share. Its community hospital, Hoboken University Medical Center—which has served the area for generations—was suffering from the perception that it was less-than and couldn’t possibly offer the same first-rate doctors and technology available across the river in New York City.

strategy/solution

Introducing the real Hoboken University Medical Center
False perceptions needed to be squashed. We needed to assert a fresh awareness that CarePoint Health and Hoboken University Medical Center was a highly qualified, technologically savvy health care provider able to challenge any of its competitors. We looked to the hospital’s physicians and patients to tell us about the Greatness Within the hospital and what it meant to the community it serves.

strategy/solution

Introducing the real Hoboken University Medical Center
False perceptions needed to be squashed. We needed to assert a fresh awareness that CarePoint Health and Hoboken University Medical Center was a highly qualified, technologically savvy health care provider able to challenge any of its competitors. We looked to the hospital’s physicians and patients to tell us about the Greatness Within the hospital and what it meant to the community it serves.

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