Tufts Medical Center

New name. New opportunity.

With the help of the campaign we created to re-launch the newly named Tufts Medical Center, the hospital now has the 3rd-highest unaided awareness in the Boston market.

PARTNERS+simons was tasked with developing a new identity convention, announcing and building awareness for the new name while simultaneously firming perception of Tufts Medical Center as a premier healthcare provider. We positioned the Medical Center as a break from the teaching hospital status quo with a campaign offering the “Second Opinion” that every patient should be treated like individual.

With a limited budget and a crowded hospital marketplace, we focused on reaching working mothers who make their family’s healthcare decisions. We developed a contact strategy to build interest and awareness through high-impact placements where such women live, work and seek out health and wellness information. All media drove to a microsite where doctors and staff shared their own unscripted second opinions in video interviews PARTNERS+simons filmed and edited in-house.

A brand tracking study showed that close to 75% of those aware of the campaign recalled the name change message. The advertising campaign drove substantial traffic to the microsite, where visitors spent on average two minutes viewing video content—roughly 89% of each video’s entirety.

In a separate spending efficiency analysis, we were able to determine that for every unit of awareness Tufts Medical Center spent $1 to achieve, its competitors spent up to $5 more.