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A Healthy SMO Partnership: Northwell Health


Northwell Health, formerly North Shore-LIJ Health System, is New York State’s largest health care provider and private employer. The organization has expanded quickly over the past few years and has plans for continued growth.

In 2013, recognizing that rapid expansion was on the horizon, the North Shore-LIJ Marketing team recognized that outsourcing the anticipated large volume of collateral projects to multiple, remote freelancers would not be a efficient option. They required a full-service marketing solution to create collateral, follow visual and verbal brand guidelines and keep pace with high-volume, quick-turnaround projects. They needed the services of a cohesive marketing group that included copywriters, graphic designers, proofreaders and digital experts.

Quick Stats

Client: Northwell Health
Client Since: 2013
Industry: Healthcare
Projects Completed: 4,625+


Faced with an inefficient process and unable to effectively achieve a cohesive brand identity, the Marketing team reached out to Progressive Marketing Group. The PMG team created a proprietary strategy to partner with the Marketing team to achieve their goals.

As a true Strategic Marketing Organization (SMO), PMG applied decades of strategic experience to develop workflow processes for efficient intra-group communication. PMG’s approach enabled high-volume and fast paced completion of design work while maintaining budget requirements, deadlines and quality.


Effective project tracking is vital to success, since some 100 projects are in active layout phases at any time. PMG collaborated with the Marketing team to develop and program a proprietary web-based software program to manage project workflow. The cloud-based program, coined the “Project Tracking System” (PTS), has become the one-stop portal to manage the complete project workflow – from draft project review, to status monitoring, to questions and edits through invoice and billing review.

PMG established internal processes to efficiently manage workflow. Account Executives were assigned to work with the designers for accurate editing, design and layout. The Production Manager was tasked with trafficking and ensuring quick turnaround of all projects in the queue. The proofreading team reviewed every project at established milestones to ensure adherence to corporate design, style and verbal guidelines, and to eliminate inconsistencies.

Metrics of Success

In less than 4 years, the partnership has resulted in the completion of thousands of projects.

Brochures/ Sheets
Web Pages
Print Ads
Bio Cards
Email Blasts

Looking Toward the Future

With an eye to the future and maintaining a successful partnership, PMG conducts regular meetings with the Marketing team to discuss strategy, upcoming challenges and potential efficiency enhancements. The Marketing team has referred PMG to other divisions within the health organization.

PMG can help your business

About the author

Progressive Marketing Group, Inc. (PMG) pioneered the concept of a Strategic Marketing Organization (SMO) in 1977 as a client-centric strategic marketing resource with broad tactical capabilities. As a strategic thought leader dedicated to the proliferation of the client’s business, every PMG program and project is created without partiality and adheres to the developed strategy, from Positioning and Messaging through Branding.

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