• by OMMA Magazine Writers , August 22, 2011

Hospitals, like soft drinks, sell their brands to specific demographics. Both depend on repeat business. NorthShore-Long Island Jewish, an established hospital with 10,000+ doctors, is no different. It aimed to expand on TV spots using CPC online ads to highlight cancer care, women's health, and pediatrics, among its many services. The tone is upbeat, the information straightforward. It's friendly, no-frills approach delivered 178 million impressions and a 28 percent lift in brand favorability. The tagline: "Hope lives here." Let's hope people do, too.