Catholic Medical Centers
of Brooklyn and Queens
Logo
Billboard 
Kiosk 
Bus Interior 
Bus Exterior 
Print Ad
Flu in Flushing
Challenge:
Catholic Medical Center of Brooklyn and Queens was comprised of four full-service hospitals, twelve primary care centers, a large home care business, three long-term care facilities and a world-class ophthalmology and radiology practice. Each entity within the system had a different name and there was little awareness that they offered the resources and benefits of a significant health care system.
Change Reaction:
The marketing goal was to build neighborhood awareness and market share for a single unified health care system that provides the unique combination of high quality medicine and compassionate, patient-centered health care. The theme, "Big City Medicine. Neighborhood Care." was adopted for all Catholic Medical Center advertising and promotion ("Big City Medicine Comes Home." for home care). The tone of out-of-home, newspaper and broadcast advertising was friendly and engaging, and the headlines were patient- and location-specific to bond with a diversified inner-city audience.