Cronin Crafts Campaign for Middlesex Hospital

BOSTON Cronin & Co. has launched its first work for Middlesex Hospital, introducing the tagline, “Healthcare the way you prescribe it.” TV, radio, print and outdoor are all featured in the mix.

A 30-second spot for the facility in Essex, Conn., its first-ever TV commercial is titled “I Prescribe.” It shows various patients (a girl in a room filled with toys, a jogger, a white-collar office worker) describing qualities they’d like in their doctors. Those qualities are then illustrated on screen in the form of “prescription slips.”

The goal of the campaign is to stress personal attention and care, said Leslie Stedman, vice president, director of client services at the agency in Glastonbury, Conn. Ad spending is estimated in the mid-six figures.

Steve Wolfberg served as creative director and copywriter; art direction was handled by Wayne Raicik. Sasha Levinson directed.