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Case History > Tufts-New England Medical Center

Services: Branding; competitive analysis; market research; multi-media advertising campaigns (TV, radio, print, outdoor); custom video production (concept development, writing, taping, editing).

Challenge Though highly regarded on a national basis, NEMC was overshadowed by several other top hospitals in the highly competitive Boston market and was not recognized as a leader by either a sufficient number of patients or referring physicians. Further, the loss of their status as a Harvard Pilgrim Health Plan hospital, the region's single largest insurer, resulted in a major decrease in revenues.

Solution
Based on our research and strategic planning, a new brand position ("The best when you need it most") and multi-year advertising campaign for NEMC centered around a number of remarkable "success stories" ... patients whose lives were saved thanks to the excellence of care they received at New England Medical Center and its Floating Hospital for Children. Advertising included multiple TV spots with supporting print, outdoor and radio.

Celtics' star Paul Pierce received life-saving emergency surgery at NEMC.

Result
Within the first year, a dramatic turnaround was taking place. Highlights included...

27% increase in favorable attitudes of NEMC;
44% increase in favorable attitudes of the Floating;
52% increase in awareness of affiliation;
71% increase in the rating as "excellent/good."

In addition to the public's more favorable perception, internal and external confidence in the institution among the medical profession soared. Physicians affiliated with NEMC as well as other staff members felt renewed pride in their hospital. The renewed vitality also led to a new contract with Harvard Pilgrim Health Care and a return to financial health. Eventually, it became the only major teaching hospital in Boston to run in the black.

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