Yale New Haven Health

Under the heading of “people don’t read advertising, they read what interests them.”

If introducing a new brand is difficult, doing so before the brand even exists is more than daunting. Still, the CEO at Yale’s teaching hospital wanted to get the ground ready for the launch of a new integrated health network—and didn’t want to wait for the groundbreaking. A year and 16 full-page newspaper ads later, research showed 25% of consumers were so aware of what had become Southern New England’s largest new health network that they even knew if their own doctor was going to be a part of it.

Regional full pull page newspaper Ad

Regional full pull page newspaper Ad

Regional full pull page newspaper Ad

Regional full pull page newspaper Ad