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    RWJBarnabas Health Pediatric Oncology/Hematology Campaign 

    RWJBarnabas Health  
    Special Events, Projects, Programs, or Campaigns 

    The Pediatric Oncology/Hematology campaign was established with the primary objective of promoting and increasing awareness of the exceptional pediatric cancer and blood disorder treatments offered at RWJBarnabas Health, New Jersey’s only National Cancer Institute-Designated Cancer Center. The campaign consisted of print, digital, social, out-of-home, and radio tactics. 
    What was the most impactful part of your entry? 
    Throughout the span of 13 months, the campaign not only met but surpassed industry benchmarks, achieving exceptional results. Notably, we nearly doubled the performance benchmarks set at 0.6% for Display and 2.5% for Search. Through our display tactics and optimizations, we successfully engaged patients and caregivers, as well as health care providers across the state of New Jersey, generating 24 million impressions; 78,000 clicks; and 49,763,773 total impressions, underscoring the impact of our digital approach. 
    What challenge did you overcome? 
    This was the first time in which we branded these four specific entities together: the Rutgers Cancer Institute of New Jersey, Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital, Monmouth Medical Center, and Newark Beth Israel Medical Center. It was a challenge to effectively communicate the strength of each individual children’s hospital, while also speaking to the breadth of the Pediatric Hematology and Oncology Program across the RWJBarnabas Health system. 
    Contact: Dennis Wilson