New campaign refines brand for leading provider of care for children with special health needs
Children’s Specialized Hospital, the nation’s leading provider of inpatient and outpatient care for children from birth to 21 years of age with special health challenges, has selected the Avon-based advertising agency, Adams & Knight, to help it further build awareness among its key audiences.
As part of the initiative, the agency conducted marketing research to help refine the hospital’s brand positioning and has used strategic insights gleaned from that effort to develop an integrated creative platform of print and broadcast media to tell the hospital’s brand story.
The entire campaign kicked off with the new TV commercial, radio spots and print ads running in selected markets across New York, New Jersey and Pennsylvania.
Agency SVP, Reem Nouh says, “When we met with the team at Children’s Specialized Hospital, they described what they do as putting their arms around the families of children suffering from a wide range of special health challenges . . . from developmental delays and autism to chronic illness and spina bifida. No matter what the condition, the doctors, nurses and therapists here work together with parents, caregivers and siblings to tailor the most advanced treatment for each child.”
Nouh says, “What impressed us was that the professionals at this hospital really become part of the family for patients and their families . . .and partner with them for the long road ahead.”
This single idea became the inspiration behind the campaign. The :30 TV commercial features kids and their parents walking along side their medical partners. Adams & Knight creative director, Pat Dugan says, “We really wanted to show how everyone at Children’s Specialized Hospital is by families’ sides for every step of their care. We know it can feel like a long, intimidating journey for parents and their children, and we tried to bring that idea to life.”
Click here to watch the TV commercial.
About Adams & Knight
Adams & Knight is an integrated marketing agency dedicated to serving clients that help people live happier, healthier, wealthier lives. For more than 25 years, the agency has served a roster of regional, national and worldwide clients in the healthcare, financial services and consumer industries.
About Children’s Specialized Hospital
Children’s Specialized Hospital is the nation’s leading provider of inpatient and outpatient care for children from birth to 21 years of age facing special health needs.