Opportunity

Mass General Hospital was seeking to drive orthopedic patient acquisition and retention after an internal practice re-organization that resulted in a component of the practice leaving to join/form a key competitor.

 

Insight

North Shore Medical Center's history and current affiliations provide both opportunity and challenges for the organization. These include North Shore Medical's engrained history as Salem Hospital as well as more current affiliations with Partners Health Care and Massachusetts General Hospital (MGH).

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Big idea
Using memorable song lyrics, we ran print, outdoor and direct mail to engage our target market from a fresh new perspective in orthopedic care for North Shore Medical.