MNHi Updates Atlantic Health’s Web Presence

NEW YORK Merkley Newman Harty Interactive has redesigned the Web site of Atlantic Health System.

The Florham Park, N.J.-based client tapped Merkley Newman Harty Healthworks and MNHi, both subsidiaries of Omnicom Group’s Merkley Newman Harty & Partners, last fall to provide strategic marketing and advertising services. Atlantic Health’s former agency of six years was Princeton Partners in Princeton, N.J.

The goal of the online and offline marketing push is “to break the mold in staid healthcare advertising,” said Amy Kroninger, vice president of marketing and strategic initiatives at Atlantic Health System. “I need something that doesn’t look like it’s coming from a hospital.”

The site (www.atlantichealth.org), which targets patients, healthcare professionals and employers, gives an overview of the services offered by the four hospitals in the nonprofit healthcare system.

“We think the design is consistent with the reputation we have in the marketplace. It upholds the high level of professionalism our hospitals have,” said Kroninger. “We’re made up of these great hospitals, but if you were to look at the old site, we looked like a tiny community operation.”

The visual look of the Web site’s home page plays off the print campaign that broke last November in newspapers like The New York Times and New Jersey Star Ledger. Print executions pose questions like, “Where can I use my head to do what’s best with my heart?” The answer: one of Atlantic Health’s hospitals.