DAYTON HEART HOSPITAL
  CHALLENGE
 
  • Announce the Dayton Heart Hospital's entry into the market while establishing a completely new brand.

  • Overcome significant opposition and controversy associated with becoming Ohio's first for-profit, specialty hospital.
  APPROACH
 
  • Develop differentiating messaging to emphasize the hospitals strength and expertise: "An entire hospital dedicated to fighting heart disease."

  • Implement an integrated communications campaign, including generating news coverage and conducting television, print, outdoor and direct mail advertising.

  • Facilitate numerous information sessions with key community and civic leaders to diminish intense opposition.
  RESULTS
 
  • Dayton Heart Hospital opened its doors and, within three years of opening, approaching or meeting full occupancy virtually every day.

  • Positive news coverage by area media included regular coverage of new therapies and approaches to heart care – reinforcing the expert nature of the hospital's singular focus.