Connecticut Children's Medical Center multi-year branding campaign

Area of Science:

• Healthcare Marketing
• Pediatric Health Services
• Public Health Communication

Background:

• Connecticut Children's Medical Center is the sole pediatric hospital in its state.
• Parental complacency posed a significant challenge to patient engagement and utilization of services.

Purpose of the Study:

• To address the challenge of parental complacency.
• To affirm the need for a specialized children's health center through strategic marketing.

Main Methods:

• Implementation of a multi-level marketing campaign.
• Utilized television and radio advertising.
• Engaged in community outreach and robust media relations.

Main Results:

• The campaign successfully emphasized the unique healthcare needs of children.
• Effectively communicated the value proposition of a specialized pediatric facility.

Conclusions:

• A targeted, multi-faceted marketing approach can overcome parental complacency.
• Highlighting the distinctiveness of pediatric care is crucial for specialized children's hospitals.