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Released: Conversation re-hired on North Shore-LIJ account


Conversation re-hired on North Shore-LIJ account

Great campaign results; North Shore-LIJ extends retained services with Conversation

June 23, 2011 (New York) – New York full-service agency Conversation, LLC announced today that it has been retained to continue its work in performing digital thought leadership, strategy, design and development and implementation for the North Shore-LIJ Health System.

North Shore-LIJ encompasses 15 hospitals and is the nation’s second-largest, non-profit, secular healthcare system, with a service area of 7 million people in Long Island, Manhattan, Queens and Staten Island.

Conversation began work with North Shore-LIJ in 2009 and will continue to do so under a new agreement through the end of the first quarter of 2012. Work includes digital marketing strategy, online media strategy, planning, buying, and execution, including design and development of ads, landing pages and emails.

“Over the past 15 years research has shown that searching for health information online has consistently been within the top five most common web activities,” said Myles Kellam, Managing Director at Conversation. “Yet, hospitals have not put an emphasis on online advertising in the same way pharmaceuticals have. As healthcare evolves, hospitals must increase effectiveness and efficiencies. North Shore-LIJ and Conversation recognized an opportunity to move ahead of competitors in this area, and together, we seized it.”

In the latest campaign for the North Shore-LIJ, Conversation employed a patient-centric approach. Rather than forcing users to click through ads to the website for deeper information, expandable online ads were filled with rich, immersive content similar to a landing page. The ad units expanded upon rollover and contained multiple tabs of information and TV spots, showcasing the breadth and depth of services provided by North Shore-LIJ.

This campaign, launched February 15, received response rates several times higher than industry average. Users engaged with the ad units for an average of 84 seconds – four times the average – and the interaction rate was nearly eight times the industry average. “We are very pleased with the success we’ve seen since beginning our partnership with Conversation,” said Don Simon, North Shore-LIJ’s VP of Marketing. “Conversation understands our goals and objectives and works diligently to help us achieve them.”

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About North Shore-LIJ Health System

North Shore-LIJ delivers world-class clinical care at 15 hospitals and 200 outpatient centers throughout the New York metropolitan area. Its facilities house about 5,600 beds, employ more than 10,000 nurses and have affiliations with more than 9,000 physicians. Its workforce of about 43,000 is the largest on Long Island and the ninth-largest in New York City.


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