A major teaching hospital needed an upcoming ad campaign to really come through…
Capital campaigns are familiar to anyone working in healthcare. Jersey City Medical Center (JCMC) was about to launch their most challenging campaign to date, and they realized that a consumer-focused advertising campaign was needed. However, a series of key stakeholder interviews revealed that some stakeholders felt JCMC had a weak brand image and low awareness. The medical center was also up against competitors in New York City and it was assumed that people preferred the big city hospitals.