How One Health System Simplified a Complex Marketing Message

Marianne Aiello, for HealthLeaders Media , January 22, 2014

A health system takes on the challenge of educating healthcare consumers about its pediatric hospitalist services while simultaneously promoting a new affiliation with a specialty hospital.


One of the biggest challenges facing hospital marketers is having to explain complex or unfamiliar healthcare treatments or issues in a way that distinguishes their organizations from the competition in a way that's simple, yet meaningful.

Brockton, MA-based Signature Healthcare recently tackled this challenge with a campaign marketing its pediatric hospitalists. The health system, which is made up of a hospital, medical group, and several primary care locations, recently affiliated with Tufts Floating Hospital for Children, which elevated its level of pediatric services, specifically through the introduction of pediatric hospitalists 24 hours a day, seven days a week.

"When considering how to promote the affiliation, in a market saturated with affiliation announcements, we recognized the true value for our community is the presence of pediatric hospitalists," says Marie Gross, vice president of business development and marketing for Signature Healthcare.

"Unfortunately patients in our target community do not necessarily understand the term 'pediatric hospitalist.' By focusing on the definition of the term we believe we were able to both educate patients about the value of pediatric hospitalists and promote the affiliation."

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