The goal of our team is to imagine, create and execute an advertising campaign for the launch of a new hospital. This is a huge project because a hospital requires a lot of resources for its smooth and efficient operations. That means that before, during and after the launch, the project needs to attract and bring together lots of people from different areas: investors, doctors, surgeons, the media and, of course, people and patients.
A hospital is an important institution as it fulfils the critical role of providing essential health and safety services. Our hospital will be named the Abraham Jacobi Hospital, in reference to Abraham Jacobi, a pioneer of the infantile diseases research in the United States in the 19th century .
The idea here is to find a concept of hospital that can be accepted unanimously by all. A common concept that usually brings people together automatically concerns children. Issues regarding the well-being of children and general health have always enjoyed the support of people... The union of the two can be a real factor of success, at least for attracting the attention of people.
So our hospital will specialize in the research and the treatment of rare infantile diseases. It will be based in Paris for several reasons.
First, in order to gain international recognition, the hospital has to be accessible to patients around the globe and not just the French. As one of the top ranked cities in the world, Paris is an ideal location for the hospital.Also, a badly located hospital will not be successful in attracting internationally renowned doctors and surgeons.
[...] Moreover, they will be present in the events organized during the campaign and will relay the information by displaying posters and presenting the advertising brochures in their establishments. Advertising about the hospital will also be present on the website of these two entities, which will be a strong relay of information for free. When? As in the case of Papin, these partnerships also need to be concluded before the inauguration. Advertising brochures What? Brochures will be published to inform the general public and the parents of diseased children of the existence of the hospital, its way of working, its means and its policy. [...]
[...] Advertising brochure The brochure will sum up the key information regarding the hospital and its functioning. It will resemble the content of the website. This is the plan of the brochure: Presentation of the hospital (photo of the establishment) Diseases concerned Services of the hospital (and especially mention the famous professors, doctors and surgeons) The care given to the children during their stay Address, phone number, website IX. Planning Planning of the inauguration: August 2009: Sending the invitations and press dossiers to the people concerned (journalists, parents, the Mayor, the Minister, partners). [...]
[...] As well as the need to be understood, parents will prefer a place that is aware of the disease and its consequences. They need a real partner in their fight against the disease and are looking for a caring hand that will protect their children to ensure the well-being of the children. The drivers that we will keep for the parents are safety and reputation. It corresponds to the safety needs in Maslow's Hierarchy Diseased children Although parents have the final word concerning the choice of the establishment, the child's opinion matters. [...]
[...] hospital has to be accessible to patients around the globe and not just the French. As one of the top ranked cities in the world, Paris is an ideal location for the hospital. Also, a badly located hospital will not be successful in attracting internationally renowned doctors and surgeons. a. Opportunities Building a hospital specializing in the research and treatment of rare infantile diseases has its own set of advantages . Few hospitals specialize in this kind of pathologies, especially in France². [...]
[...] Poster (Appendices 8 and What? Posters will be displayed on the external walls of the hospital and in the hospital itself. Some of them will also be distributed to the town halls of the different administrative districts of Paris so that they can display them in their own buildings. This poster will be addressed especially to parents, in order to build confidence in the establishment. The website address, the address of the hospital and the phone number of the call center will be mentioned on the poster. [...]
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