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Explain to consumers that an academic medical center for children is different than any other hospital, with pediatric specialists, cutting-edge treatments, and child-sized equipment that make the experience unique.
We used visuals that any parent could relate to which also convey human truths about the simple fact that kids demand something special. Over the course of the campaign we were able to educate consumers about different benefits of the hospital.
Our efforts are increasing consumer awareness as the hospital moves into an all-new building in December 2016.