Tufts Children’s Hospital Archives – Strategic Health Care Marketing

When To Downplay the News of a Name Change

February 11, 2021

Laura Pierce, manager of marketing and communications, Tufts Children’s Hospital

“In some cases, letting your ads ignore the news about [your hospital’s] name change can be a smarter move than headlining it,” notes SHCM contributor and veteran copywriter Peter Hochstein. While this may seem hard to believe, he makes his case with the real-life story of the hospital formerly known as the Floating Hospital for Read More

Your hospital changes its name. Should it advertise that fact? Or spend its ad dollars on something else? Don’t answer until you read this.

January 19, 2021

Jeanette Palmer, Head of Client Services, Nail Communications

// By Peter Hochstein // In some cases, letting your ads ignore the news about a name change can be a smarter move than headlining it. Here’s a case in point. It all seemed like a brilliant idea back in 1895. Fresh sea air is good for you, right? All that bracing oxygen and salt Read More