In 2020, due to the coronavirus pandemic, NJHA’s data showed that patients 50+ were postponing care due to fear of hospital safety. Therefore, they came to Rizco for help in building a consumer confidence campaign to drive awareness throughout the state, educating the public that New Jersey hospitals were ranked 8th safest in the nation and ready to provide safe, secure, and compassionate care.
Change perception, keep NJ residents safe.
Rizco fielded in-depth NJ-based consumer research to identify the concerns and comfort level of patients during the pandemic and understand their current plan for medical care. With 9 of 10 patients saying they would resume care once the pandemic gets less severe, we needed to regain patient confidence in hospital safety and reinforce urgency around not delaying the necessary care.
As a result, the Get Care Now NJ campaign was created and launched in October 2020.
A strategy rooted in facts.
While messaging focused on patient safety and security, it was critical to have a campaign grounded in facts and figures, educating consumers on the realities of what was happening within NJ hospitals.
Visual and audio advertising drives reach.
We designed and scripted both TV and radio commercials for NJHA to reach all New Jerseyans and relay that hospitals were here to care for them during these uncertain times.
Information at your fingertips.
The campaign hub at getcarenownj.com provided the public with accurate, up-to-date education on safety protocols, answered FAQs, shared patient life stories, and critical findings from the NJHA Healthy Attitudes survey.
Rizco set up Zoom presentations with top NJ associations to give NJHA President and CEO a forum for relaying the message both of the campaign and the hard work hospitals were doing to keep the state safe.