title: The 'first' instead of the 'oldest'. St. John's Riverside, in Yonkers, N.Y., markets its history.
abstract: St. John's Riverside Hospital, Yonkers, N.Y., built an integrated campaign upon its long history. Using billboards, print ads, bus shelters, radio and TV it touted its 130-plus years and its long history of firsts. Its integrated campaign proclaimed these "firsts." It specifically targeted its marketing to middle to upper-middle income residents of the surrounding area, particularly females between ages 25 and 54.
authors.forename: Judith D
authors.initials: JD
authors.lastname: Botvin
mesh_terms: D000328:Adult; D000329:Advertising / Q000379:methods; D002391:Catchment Area, Health; D005260:Female; D006764:Hospitals, Community / Q000458:organization & administration*; D006801:Humans; D008389:Marketing of Health Services / Q000379:methods*; D008402:Mass Media; D008875:Middle Aged; D009519:New York City; D012923:Social Class