title: Children's Hospital in Columbus deals with a crucial challenge. Branding campaign emphazises nurture and expertise.
abstract: Faced with drastic changes in health care, Children's Hospital in Columbus, Ohio, has succeeded in establishing the value of specialized pediatric care. The campaign also unified satellite facilities and emphasized their accessibility.
authors.forename: J
authors.initials: J
authors.lastname: Botvin
mesh_terms: D000329:Advertising; D002391:Catchment Area, Health; D002648:Child; D003159:Community-Institutional Relations; D006776:Hospitals, Pediatric / Q000458:organization & administration*; D006786:Hospitals, Urban / Q000458:organization & administration; D006801:Humans; D020407:Internet; D008389:Marketing of Health Services / Q000379:methods*; D008402:Mass Media; D009820:Ohio; D011357:Product Line Management / Q000379:methods*