How we unified a fragmented orthopedic network into the NY Metro area's volume leader.
North Shore–LIJ merged the orthopedic programs across its hospitals with the newly acquired ISK practice, orthopedic provider to the Knicks and Rangers, and needed a single brand that felt both world-class and local.
A merger in need of a single identity.
When North Shore–LIJ Health System merged the orthopedic programs across its hospitals with the newly acquired ISK practice, orthopedic provider to the Knicks and Rangers, it needed a single brand that felt both world-class and local.
Expertise and comfort didn't have to compete.
Patients wanted elite orthopedic expertise and the comfort of care close to home. Those two things didn't have to compete; they could reinforce each other.
A name built to signal credibility.
Princeton Partners launched "The Institute for Orthopedic Science," a name built to signal credibility. A multimedia campaign introduced the institute as Long Island's largest orthopedic network without sacrificing the personal, community-level feel patients expected.
Creative was split by audience:
The Creative.
Recognized nationally. Leading locally.
Multiple national awards, including Silver and Bronze Aster Awards, followed — and the Institute became the volume leader for orthopedic surgery in the NY Metro area.
ASTER
ASTER
From launch to volume leader.
Ready to accelerate?
Tell us your goals. We'll craft the plan.