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Cheery Campaign Makes Consumers Take Notice

"Just in case you actually do shop 'til you drop," read a Southwest General banner hanging above a mall food court last Christmas. The ad was part of a jovial campaign the Middleburg Heights, OH, hospital created to grab consumers' attention and gain market share from strong competitors, such as Cleveland Clinic and University Hospitals. The effort won the hospital a silver award in the integrated category at the 2009 HealthLeaders Media Marketing Awards.
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