Increasing Patient Volume with Truth in Medicine

When we first met them, South Nassau Communities Hospital was an independent hospital east of New York City, serving the South Shore of suburban Long Island. They wanted help moving beyond the image of a sleepy community hospital so they could compete with the large systems that dominate the area.


Lacking the resources of a large system, South Nassau fought for recognition in a highly competitive market. Many residents in the area weren’t familiar with the hospital, and those who were familiar thought of it simply as a general service community hospital.


Wax envisioned a dramatic campaign that would look nothing like traditional hospital advertising. Titled “Truth in Medicine,” unusual images on bright backgrounds brings consumers’ attention to thought-provoking health questions. The eye-catching campaign launched across a wide variety of platforms, all driving consumers to a custom microsite where they can learn more about different health topics from South Nassau’s experts.

Campaign elements included:

  • Three unique TV spots running across all major New York cable providers
  • Radio spots on top radio stations in the NY DMA
  • Billboards/posters along regional transit lines
  • Print ads in regional and local weekly papers
  • Social media video ads on Facebook and YouTube
  • Online radio on Pandora
  • Geotargeted online display ads
  • Email blasts
  • Community Polls


With all of the misinformation available on the internet, the campaign drove home the point that South Nassau’s physicians are experts you can trust. It also raised the profile of the South Nassau brand while driving site traffic and creating social media buzz.


After a year in-market, the system saw the following increase in patient volume in the service lines we were promoting:


  • 32% increase in cardio cath lab patient volume
  • 15.2% increase in sleep center patient volume
  • 12.4% increase in radiation therapy patient volume
South Nassau is now part of the Mount Sinai system and continues to enjoy a high profile with residents of Long Island.

Other Case Studies