Case Study: Maimonides Health System boosts Brooklyn brand relevance with Partners + Napier

Maimonides Health System boosts first-choice emergency care 31% with Partners + Napier

The customer, Maimonides Health System, faced a challenge to its cultural relevance as large Manhattan hospitals began competing in its Brooklyn market. The vendor, Partners + Napier, was tasked with defending this local institution by reminding the community why their neighborhood hospital mattered amidst generic healthcare advertising.

Partners + Napier developed a hyper-local campaign titled "My Bklyn. My Care." that championed Maimonides' authentic Brooklyn roots. The solution used street-level out-of-home (OOH) advertising, anthemic video, and messaging translated into multiple languages. The results were significant, with a 31% jump in Brooklynites choosing Maimonides for emergency care, a 9% increase in ad recall, and a 14% year-over-year rise in being the first choice hospital for overall quality.

Maimonides Health System