It’s Not Your Usual Hospital Advertising Target Audience. Or Message. Or Media Plan. So What is Dana-Farber Cancer Institute’s Ad Campaign Up To?

// By Peter Hochstein // Sometimes there’s more to hospital advertising than recruiting and reassuring patients. One thing’s fairly certain. When a hospital with facilities that are pretty much limited to the Boston area starts advertising in New York and other major metropolitan centers around the nation, they must be doing something other than trying Read More