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In Central and Western Massachusetts, too many consumers believe that you have to travel to Boston for world-class care. But serving this area is UMass Memorial, a highly sophisticated healthcare system and clinical partner of the University of Massachusetts Medical School. We needed to let people in the area know that getting the best care didn’t mean getting on the highway for a long drive.
In focus groups, we learned the two things most important to local patients: being treated with the very best care and being treated close to home. Our fully integrated campaign demonstrated that, for those looking for experienced physicians, the latest technology and successful procedures, “It’s all right here.”
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