CHALLENGE

Vassar Hospital is the oldest and most highly regarded hospital in New York’s Hudson Valley region.  But it was facing a problem: a hospital system from outside of the area and acquired a small local hospital in Vassar’s backyard. Local physicians were being heavily recruited to refer their patients to this other hospital and the patients were unaware they even had a choice.

SOLUTION

A campaign that just highlighted Vassar’s quality of care and medical resources wasn’t enough. We needed to give patients a rallying cry– a way to empower them to make the hospital choice that was best for them. “Take me to Vassar” was that rallying cry.  Simple, bold, and relatable. “Take me to Vassar” has gone from TV spots, ads, and outdoor billboards to language being used by patients.  

MEDIA

TV, Print & OOH