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Although Hartford Hospital is the strongest hospital in the market area with the highest brand recognition, patient volumes were declining. Why? Perception in the marketplace was that it did not rank as high as other hospitals.
Hartford Hospital is the flagship hospital in the Hartford HealthCare system. It’s a Level 1 Tertiary Hospital. It treats the sickest of the sick and admits 6,500 transfer patients that other hospitals simply can’t handle every year. It’s home to LIFE STAR, the critical care helicopter service. Indeed, it’s the hospital that patients choose and physicians recommend . . . when it matters most.
This single idea became the overarching theme to instill confidence in patients and pride in employees for Hartford Hospital. Our brand-building and perception-changing campaign included an integrated mix of TV commercials, radio spots and print ads to get the word out.
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