Marketing Effectiveness Award given for driving awareness in Healthcare/Medicine category
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NEW YORK, Oct. 1, 2012 /PRNewswire/ – Conversation has been selected as the Silver Award Winner in the Healthcare/Medicine category of the 2012 Summit International Marketing Effectiveness Awards. The MEA’s purpose is to recognize agencies that “demonstrate their ability to influence consumer’s knowledge, attitudes and beliefs.” The award comes as a result of the North Shore-LIJ Health System Omnibus Campaign, which was launched in October 2011.
“The goal of this campaign was to drive awareness of the North Shore-LIJ Health System while educating people on the breadth and depth of North Shore-LIJ’s resources and facilities,” said Kristen Link, Director of Client Services at Conversation. “By utilizing strategic-placed expandable banner ads, North Shore-LIJ Healthy System became ‘top of mind’ for both those currently suffering from health issues, as well as those who were not ill at the time of interaction with the ads.”
The campaign involved dynamic online ad units in addition to implementation of Google SEM and Facebook ad campaigns. Upon rollover, the online ad units would expand to reveal deeper content, including information on multiple health topics and videos. These ads served as a landing page without the user having to spend excess time searching for more information through various outlets or leave content they were originally viewing.
Results consisted of over 340 million impressions, a banner interaction rate of 10.03 percent (industry average 1.72 percent) and an 85-second dwell rate (industry average 20 seconds).
This was the second award given to Conversation for their work with North Shore-LIJ during the summer of 2012, as the campaign also garnered a Silver Award of Distinction from the Communicator Awards. Other agency recognition of the past three months included a Communicator Award for Conversation’s work on the Hearst Annual review, two Webby Awards and a ranking on Inc. Magazine‘s 500/5000 list of “America’s Fastest Growing Private Companies.”
“This was already a very special campaign, which was evident by increases in brand favorability and message association,” said Frank O’Brien, Founder of Conversation. “Being recognized with this award made the work even more meaningful.”
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. http://www.northshorelij.com
Conversation embodies the best components of traditional, new and emerging agencies. The agency is defined by its ability to evolve and always view campaigns with a creative eye. Conversation provides clients with custom solutions – everything from strategy and creative to development and execution. They boast a strong client list, which includes dressbarn, Hearst Communications, L’Oreal and SVEDKA. http://www.convoagency.com
For more information, please contact:
Frank Riolo, Manager, Corporate Communications