A Focus on Wellness, Not Quality, Is Key To One System’s Advertising Success
“If somebody ever produces a list of the best places in America to get sick, Cleveland will have to be high on the list,” notes copywriter and regular SHCM contributor Peter Hochstein.
“The 1.2 million people of Cleveland and surrounding Cuyahoga County have a choice of three teaching hospitals. One of them, Cleveland Clinic, has an international reputation.
“This left the MetroHealth System, with 731 beds, 23 facilities (MetroHealth doesn’t call them campuses), and nearly a million outpatient visits a year, in a bit of a quandary. How could it compete, with a media budget of slightly over a million dollars, against hospitals that Kantar Media estimates in combination were outspending MetroHealth about three to one?”
Plus, how to compete with what Hochstein calls the sheer “awe factor” of Cleveland Clinic’s worldwide reputation?
Check out our new story to learn how MetroHealth not only held its own in a dauntingly competitive market, but thrived, with a new campaign focusing on health and wellness:
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