Hospital Microsite Maximizes Brand Advocates' Potential

HealthLeaders Media—April 15, 2015

Marianne Aiello of HealthLeaders Media writes about how Hospital for Special Surgery’s Back in the Game campaign stands apart from other hospitals' marketing efforts.

Hospital for Special Surgery in New York City avoids a potential communication gap with its new Back in the Game microsite, which encourages patients to post their own testimonials and allows prospective patients to search stories by condition, physician, treatment, or location. The microsite already boasted 400 patient stories when it launched in February.

"Every brand has a unique set of assets and challenges, many of which are complex or not obvious. We recognized that the HSS experience is exceptionally transformative and positive for most patients, creating a powerful but very strong asset in the affinity patients feel for HSS," says John Englehart, chief marketing officer for the 203-bed hospital.

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