Grass Roots Campaign Earns Public and State Permission to Build New Medical Center

CLIENT: Good Hope Hospital, Harnett County, NC and Triad Hospitals, national hospital developer

ISSUE: Existing hospital staff, physicians, citizens and politicians needed to embrace Triad’s quest to replace an aging hospital with a state-of-the-art medical campus.  A State Certificate of Need had to be granted in order to start construction.

SOLUTION: Education and awareness campaigns including internet and intranet site development, hospital staff training, public forums, radio and full-page newspaper ads, “grass roots” presentations and site tours were produced to turn hospital employees and local citizens into “marketing ambassadors” for the new medical center.

OUTCOME: Campaign voted “most compelling” by local media.  New facility scheduled to open in 2012.

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