The Heart Institute

The Heart Institute was a full end-to-end campaign centered around revolutionary surgery techniques and the doctors that pioneered them.

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The Forgotten Hospital

When you think of Staten Island, what’s the first thing that comes to mind? The Wu-Tang Clan, The Staten Island Ferry, Cardiac Surgery...

Wait.

SUIH was overshadowed in advertising dollars by its gargantuan Manhattan competitors, making it a unique marketing challenge. Drive-to-web tv spots highlighted the MICS CABG procedure eliminating open heart surgery, an amazing arrhythmia treatment that freezes the heart muscles rather than burning them, and incredible patient testimonials featuring fascinating results and recovery times. In addition, there were print, outdoor, and digital campaigns and a full website and branding redesign for the hospital and surgery center.

Problem

The Heart Institute (THI) had established strong brand awareness on Staten Island but wanted to attract patients throughout the state and beyond.

Solution

Our solution focused on the unique advancements and techniques being pioneered and practiced at THI.

Result

With a fully integrated ad campaign, including television, YouTube, social media, print, outdoor, and web advertising, we collaborated with THI to position them as a clear leader in cardiovascular surgery. We then backed it up with a comprehensive, video-rich website filled with informational content and emotional doctor and patient testimonials.

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Procedure Videos

THI Spot #1 - The McGinn Technique

We created a beautiful campaign about the three doctors that led to a #1 ranking for keywords like “The Heart Institute” “MICS CABG” and “the Mcginn Technique”