title: Connecticut Children's Medical Center multi-year branding campaign.
abstract: As the only children's hospital in the state, Connecticut Children's Medical Center was challenged by the inherent complacency of parents. It met the challenge through a multi-level marketing effort which included television and radio, community outreach and strong media relations. By emphasizing the unique nature of children, the campaign affirms the need for a specialized children's health center.
authors.forename: J
authors.initials: J
authors.lastname: Botvin
mesh_terms: D002648:Child; D002675:Child, Preschool; D003237:Connecticut; D006776:Hospitals, Pediatric / Q000458:organization & administration*; D006801:Humans; D008389:Marketing of Health Services / Q000379:methods* / Q000458:organization & administration; D008402:Mass Media; D010290:Parents; D011641:Public Relations