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Documentary-Style Hospital Campaign Surpasses Deep-Pocket Competitors

NewYork-Presbyterian Hospital's documentary-style "Amazing Things Are Happening Here" advertising campaign showed amazing results. They did it by studying benchmarking data, defining the target audience, and using their best patient advocates.

1 comments on "Documentary-Style Hospital Campaign Surpasses Deep-Pocket Competitors"
Patrick (1/17/2012 at 1:47 PM)

I am interested in knowing where you obtained your media spending information. According to VoiceTrak, NY Presbyterian not only changed their creative strategy for 2010, but they also nearly doubled their media budget. NYP spent $1.16MM in 2009, which they increased to $2.26MM in 2010. NYP continued this trend in 2011, eclipsing their total 2010 spend in just the first 6 months of the year. NYP spent a little over $2.6MM in the first six months of 2011, a 570% increase versus the same time period in 2010. NYP is consistently the biggest spender in the NY DMA. This is in stark contrast to your "David vs. Goliath" headline. I agree, the NYP creative work is very good, but :60 TV spots in New York are not cheap. Citing awareness research and a few TV spots with NYP's success without mentioning their substantial increases in media spending is irresponsible.