New Britain General Hospital: Putting the Audience to Sleep

Submitted by ckwebacct on Tue, 2011-07-12 14:30
The Challenge: 

The Sleep Disorder Center at New Britain General is the largest and most highly-accredited facility in the area. But it faced two unique marketing challenges. First, potential patients and referring physicians either didn’t know about the Center, or didn’t think of it first. And second, potential patients didn’t know how to identify a sleep disorder in the first place.

The Approach: 

We delivered two equally-unique solutions. First, we created a new and independent identity for the Center, positioning it as the authority on sleep disorders. And second, we woke up consumers to the prevalence and dangers of sleep disorders by infusing every communication with equal parts creative impact and education.

The Results: 

A multimedia campaign consisting of unconventional print, radio and billboard advertising showed consumers just how common sleep disorders can be. Then it provided them with an authority and urged them to call a toll-free number to get help identifying sleep disorders in themselves or loved ones.