Consumer ads promote Medical City Children's Hospital in radio, television and print ads.(WORTH READING)

Health Care Strategic Management, May, 2005

Since its introduction in 1996, Medical City Children's, Dallas, has barely been recognized in its primary service area, despite a major branding campaign over the last couple of years by its parent, Medical City, Dallas. And, awareness of the pediatric center was even lower in the Dallas metroplex. (population: 5 million-plus)

Jennifer Taylor, marketing manager, anticipates a dramatic change in awareness this year, thanks to a $500,000 multi-media campaign for Dallas City Children's. In fact, she says, having started with about 1% awareness, "We have no place to go but up."

This year, Medical City has designated about 30% of its annual marketing budget for Medical City Children's. But that's not at the expense of the hospital's other services. In...

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