Healthcare Marketing Agency Wins Gold at Aster Awards

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Smith & Jones recognized for cardiac and orthopedics campaigns

Smith & Jones was recognized by the 2018 Aster Awards for their work with White Plains Hospital. The healthcare marketing company received Gold awards for their orthopedic service line campaign and radio spot for their cardiac campaign.

White Plains is located just 45 minutes north of New York City, home to some of the largest academic medical centers in the US. The goal of the orthopedics campaign was to demonstrate that people don’t have to go to the city for exceptional care, even for complex cases. With so many options in this area, the agency found that patients had trouble deciding where to go.

“We knew that positioning White Plains as a great option wasn’t enough. We had to simplify the patients’ choice.” said Mark Shipley, CEO and Strategy Director at Smith & Jones. “White Plains Hospital ranks highly for clinical excellence and customer satisfaction. We wanted to show residents that the hospital offers everything they want, close to home.”

TV spots, radio, landing pages, digital ads and long-form videos featured patient stories to showcase the breadth of orthopedic disciplines, including joint replacement, spine surgery, sports medicine and hand surgery. Additionally, the stories included patients’ physicians, close friends or family members who supported them through their recoveries to demonstrate the personal care and positive patient experience the hospital delivers.

With perceived superior competitors in nearby Manhattan, the cardiac campaign also had to prove that great clinical care could be found close to home. The creative solution delivers the message that White Plains Hospital is known throughout the region as a destination for top-quality lifesaving cardiac care while providing exceptional patient experience. In addition, the campaign highlights the Hospital’s seamless integration within the Montefiore Health System when more complex care is necessary.

The Aster Awards is the nation’s most elite competition dedicated to recognizing outstanding excellence in healthcare advertising, marketing and communications. Entries are judged by a diverse panel of industry experts.

About Smith & Jones

Smith & Jones is the healthcare marketing agency that specializes in treating brand reputation, service line volume and organizational alignment conditions. Learn more at

For more information please contact:
Mark Shipley
(518) 272-2500

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Katie Sorce

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