title: Hillcrest Hospital campaigns in competitive Cleveland. Focus is on cardiovascular, cancer and pediatrics.
abstract: In suburban Mayfield Heights, Ohio, Hillcrest Hospital faced down competition by focusing advertising on three areas: cardiology, pediatric care and cancer treatment. It adopted the tagline, "Close to home" and used direct mail to inform the community about its facilities and invite residents to a series of open houses. Print ads, TV and billboards continued to reinforce the theme.
authors.affiliation: Hillcrest Hospital, 6780 Mayfield Road, Mayfield Heights, Ohio 44124, USA.
authors.forename: J D
authors.initials: JD
authors.lastname: Botvin
mesh_terms: D000329:Advertising; D016507:Cardiology Service, Hospital / Q000592:standards; D002648:Child; D004465:Economic Competition; D006764:Hospitals, Community / Q000458:organization & administration*; D006801:Humans; D008389:Marketing of Health Services / Q000379:methods*; D009096:Multi-Institutional Systems; D009820:Ohio; D016522:Oncology Service, Hospital / Q000592:standards; D010372:Pediatrics / Q000592:standards; D013383:Suburban Population