Bradley Memorial Hospital: Taking the Big-Little Position

Submitted by ckwebacct on Tue, 2011-07-12 10:45
The Challenge: 

Bradley Memorial Hospital was a small, neighborhood facility and an affiliate of the bigger and more widely-known New Britain General Hospital (now The Hospital for Central Connecticut). Although Bradley offered a wealth of services and more convenient access, they still saw patients in their own backyard pass them by. Improper positioning was Bradley’s Achilles heel.

The Approach: 

We came to Bradley’s aid with a simple yet unconventional positioning plan. Instead of going toe-to-toe with their giant cousin, we carved out a unique niche for Bradley Memorial and drove it home – showing that Bradley’s convenience and location made it a better choice for emergencies as well as the little things like minor outpatient services and tests.

The Results: 

Because of the hospital’s small market, a targeted newspaper campaign effectively reached the desired audience. Creatively, the advertising reflected Bradley’s small, hometown feel. Then, in a simple, straightforward yet unforgettable way, it showed consumers exactly when they should go to Bradley. The simplicity of the execution allowed Bradley to run a number of different ads on a limited budget.