Akron Children’s Hospital

CHALLENGE

Demonstrate Akron Children’s strength of providing personal care and attention to its patients in an authentic way without sounding contrived or insincere.

RESULT

In June and July 2006, after two of the three series had aired, telephone surveys were conducted, and the results showed positive awareness of the campaign’s key messages. After the TV commercials aired, more than half of respondents specifically remembered seeing ads for orthopedic services and cardiac surgery, increasing awareness in the two specialty areas. Respondents perceived the hospital as being “dedicated” to pediatric care (48 percent), with a “sensitive,” “caring” and “compassionate” staff (39 percent).

LEARN MORE

E-mail Mark Bachmann for the full case study.