Campaign Spotlight: More Than a Community Hospital

Several ads from Danbury (CT) Hospital’s “A Higher Level of Care” campaign feature people with portions of their body seen through X-ray film. In addition to making for intriguing images, these ads are also a metaphor for the campaign goal: convincing consumers to look past their preconceptions and see Danbury as a center for high-level care.

Marketers at Danbury worked with SPM Marketing & Communications to create the campaign, which won a platinum award at this year’s HealthLeaders Media Marketing Awards in the branding category. Danbury leadership decided an image campaign was crucial after its 2008 brand monitoring study showed that most locals viewed the organization as a community hospital that they would only go to for run-of-the-mill ailments.

“When it came to more specialized care, even specialized care they did very well, they were losing market share and suffered from diminished consumer preference to local and New York competitors,” wrote SPM on the award entry form. “They were influenced by a somewhat unfavorable perception of the town of Danbury itself and consumer biases regarding of the limitations of a ‘community hospital.’”

Read more about Danbury Hospital’s image campaign here.