Cooper University Hospital Uses Numbers To Tell Its Story

Earlier this year my firm was retained by Cooper University Health System, an academic medical center located in the highly competitive Philadelphia/South Jersey market. Cooper is the leading provider of comprehensive health services, medical education and clinical research in Southern New Jersey and the Delaware Valley. With more than 700 physicians in over 75 specialties, Cooper is uniquely equipped to provide an almost unlimited number of medical services.

Much like other markets we’ve worked in, Philadelphia features one institution with a dominant national reputation for excellence across a number of services: The Hospital of the University of Pennsylvania. It ranked 8th overall on the U.S. New & World Report Best Hospitals list for 2009-2010. The Delaware Valley is also within easy striking distance of several other top hospitals in the country: Johns Hopkins Hospital, New York Presbyterian University Hospital of Columbia, NYU Medical Center and Mount Sinai Medical Center. Within a 100-mile radius of Philadelphia is the nation’s largest concentration of health care resources. World-class health care facilities include Children’s Hospital of Philadelphia (ranked number one in U.S. children’s hospitals), Alfred I. Du Pont Hospital for Children, Wills Eye Hospital (the first and largest hospital devoted to eye care), the Deborah Heart and Lung Center (site of the first open-heart surgery), and Fox Chase Cancer Center. The University of Pennsylvania houses a Comprehensive Cancer Center, and the city is served by more than a dozen regional trauma centers. In 2008, the Hospital of the University of Pennsylvania dedicated the new Perelman Center for Advanced Medicine, a state-of-the-art, 500,000 square foot outpatient facility. Within the Perelman Center is the Roberts Proton Therapy Center, a first-of-its-kind center for the treatment of cancer integrating proton therapy with conventional radiation treatment. Meanwhile, Cooper University Hospital has been recognized with the prestigious Consumer Choice Award for three years in a row.

This month my firm launched a comprehensive new marketing program for Cooper. We needed a graphic look and method for delivering Cooper’s story so that it would stand out in this cluttered healthcare environment. The campaign needed to have a powerful feel and convey Cooper’s excellence in delivering advanced care across a number of specialties. This was never going to be your typical lifestyle campaign. It was important to differentiate Cooper from the plethora of community hospitals in South Jersey, while working to elevate Cooper’s stature to the level of its Philadelphia competitors. Our solution was the Numbers Campaign. Below I’ll share with you a small sample of the ads involved in the campaign, but please know that this also includes an entire referring physician marketing program, online advertising, radio, transit, and much more.

Admittedly I come into this with a bias, but if you’re not familiar with Cooper, it is a singularly amazing organization. Based in Camden, New Jersey, they have built a medical center and health system that any community in America would love to have. Their patient pavilion is one of the most amazing healthcare facilities I’ve ever visited. Not to mention the fact that they have one of the leading Trauma programs on the East Coast. Their commitment to bringing the highest quality care to the people of the region is absolute.

Here are a few of the ads from the new “Numbers” campaign: