Convincing patients that Boston Children’s Hospital offers extraordinary expertise—even for ordinary issues.

THE CHALLENGE

Everyone knew who Boston Children’s Hospital “was,” but few understood what they actually “do.”  They needed to evolve public perception of their broad capabilities and expertise. 

THE INSIGHT

Boston Children’s Hospital was seen strictly as a pediatric specialty hospital—in other words, the place to go only when things turn dire.  

THE SOLUTION

We created a branding platform that severed as a rallying cry, a heartfelt commitment and an industry disrupting mantra: “Until every child is well.” This call-to-action tacitly established Boston Children’s Hospital as the definitive authority on pediatric issues—whether it’s a broken arm or something more ominous—and encouraged parents to reach out sooner than later. 

MADE

Broadcast, Social, Print, OOH, Radio, Web, Events

RESULTS

“We moved intent to purchase across all products. Double digits. That was stunning to me.” —Margaret Coughlin, CMO, Boston Children’s Hospital

Visits to hospital in previous two years: +45%

Took action as a result of the ad: +22%

Unaided hospital name awareness: +36%

Aided hospital name awareness: +37%

Awareness of new tagline: +142%

The advertising delivered sustainable results at a global level. In fact, through mid-2015 Boston Children’s Hospital saw a 28% increase in profits over 2014, with a surge in patients from outside of Massachusetts, especially the Middle East, Asia and Latin America.