The Long Island Heart Associates pump site with new information

To remind Long Islanders about cardiovascular well-being and the importance of a healthy heart, the Long Island Heart Associates launched "Knowledge...keeps your heart beating!"

Organization: Long Island Heart Associates (Mineola, NY)
Campaign: Knowledge... keeps your heart beating!
Duration: December 2010 to present
Budget: $150,000

To remind Long Islanders about cardiovascular well-being and the importance of a healthy heart, the Long Island Heart Associates launched "Knowledge...keeps your heart beating!" last December. The campaign was also meant to keep local doctors informed of the latest cardiovascular offerings at Mount Sinai Hospital.

Strategy
The Internet is flooded with health information, some of which can be misleading, says Tina Hakimi, director of business development and PR at Long Island Heart Associates. The group sought a way to reach the community directly with easily accessible and enlightening information.

"If the research is out there and nobody knows," she adds, "it doesn't serve its purpose."

Tactics
To inform local doctors about studies, clinical trials, and innovative medical technologies available at Mount Sinai, the team developed and hand delivered print newsletters.

It also created a blog on LIHeart.org, targeted to the general public, featuring significant and applicable findings relating to cardiovascular health and well being in order to "become an accurate resource for people who turn to the Internet for news related to cardiovascular health," Hakimi explains.

Results
Average Web traffic to LIHeart.org increased drastically from 100 unique monthly visits to 1,000. The targeted outreach resulted in placements in various key local media outlets, among them the Mineola American, LongIsland.com, and Patch.com. In addition, the team rang the opening bell at NASDAQ MarketSite.

Future
The Long Island Heart Associates is dedicated to the campaign and will continue its outreach indefinitely.

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