BWH launches new ad campaign- BWH Bulletin - For and about the People of Brigham and Women's Hospital
BWH launches new ad campaign- BWH Bulletin - For and about the People of Brigham and Women's Hospital
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February 7, 2000
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In This Issue:
Improving the patients experience
BWH launches new ad campaign
February Calendar
Employee Perks:
From bench to bedside with Dirk Inglehart, MD
Survey results produce action
BWH has launched a major marketing campaign this month, designed to reinforce and enhance BWH's national reputation for leadership in the field of women's health. "This campaign supports the hospital's growth strategy," said Vicki Amalfitano, vice president of Marketing. "Based on a significant amount of market analysis and research with consumers, we are focusing on an expanded view of women's health. In addition to our traditional strengths in OB/GYN and primary care, we want women to think of and choose our hospital and physicians for issues like bone and joint health, and heart health." The research demonstrated that Boston area women and men view BWH as the clear leader in medical expertise in women's health. Women also were clear that, along with this expertise, they want the latest in health care information and a supportive relationship with their providers. This reassuring model of care is the focus for the new promotional campaign. The communications to date—newspaper and radio ads on bone and joint health and our "A Women's Guide to a Healthy Lifestyle" insert in this month's Boston Magazine (and in the February 9 issue of the Boston Globe)—focus on very specific health care information and have been well received. The first ad features an artist’s rendering of a woman in high-heeled shoes with a message regarding osteoporosis. The second ad, "A Women's Guide to a Healthy Lifestyle," features important patient education guidelines on osteoporosis, heart disease, breast health, and pregnancy.