Columbus Hospital LTACH Pushes to the Forefront on New Hospital Technologies

Columbus Launches Biomedical Informatics Center Designed to Deliver Super-Informed Data
October 2011

RayZo provides media services

Credit union reaching out to small businesses

Wednesday, September 21, 2011
The Record

North Jersey Federal Credit Union held a mini-trade show Tuesday for business services providers in the lobby of its Totowa headquarters.

“New World Medicine™… Closer To Home”

RayZo Team Launches Ad Campaign for Columbus Hospital LTACH

Reopened in October 2010, Columbus Hospital LTACH needed to let those in Newark, NJ and Essex County know that they were back in the business of serving the community! Restoring a hospital that had beenclosed for over 3 years was a notable achievement in itself, however Columbus Hospital LTACH came back with superior specialty services for critically ill patients. Therefore, the hospital would serve not only patients in need, but also local hospitals with people requiring long term acute care. 

The hospital's philosophy of New World Medicine™ is the most important element of the campaign because it clearly states Columbus' commitment in bringing the most advanced acute medical care, within the USA, using the LTACH model of intensive care.

Placing a Focusing on the Client’s Identity

Columbus Hospital LTACH is designed to focus on patients with serious and complex medical conditions that require intense specialized treatment for an extended period of recovery time – usually about a month or more.  RayZo developed the ad campaign to promote its high-tech facility, positioning Columbus Hospital LTACH as the premier long-term care hospital within the Newark, NJ and Essex County region.  Billboard space, radio stations, and TV stations that served this population were selected to promote the hospital.

Branding and Identity Development

• Consistent use of color and logo in all ad campaign elements including the billboard, web banners, and brochures.
• Messaging using a photo representing a doctor using high-tech equipment. Billboard Ad | PDF

TV Ad

• 30-second TV commercial to be aired on Bravo Network, CNN, ESPN and The Travel Channel.

Radio Ad

• 30-second ads were placed on two popular radio stations serving distinct demographics in the North Jersey region, including;
• WPLJ Audio
• Power 105.1

Billboards

• Billboard locations were selected to provide 3 months of impressions, alternating with flow of traffic, east to west on Route 280 (major interstate highway) and Route 21.
  Billboard Ad | PDF