Cincinnati Children's Hospital

Why Children's

Children's had seen their base of business begin to erode to adult hospitals that offered 'pediatric' services. Even if the services and procedures were simple, such as ear-tubes, the adult hospitals were advertising and chipping away at Children's market share. Children's had many complicated referrals and shared doctor agreements with surrounding hospitals. This made aggressive counter ads a touchy issue. We chose to take the high road.

We developed ads based on a strategy of identifying several services, or issues, that only Children's Hospital could truly offer. We used TV, newspaper and magazine ads to tout these very special and often touching points of difference.

KGB involvement: strategy, research for creative, all creative and production of print and television, media planning and placement for print and television.

Print

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