HOSPITAL EFFICIENCY

In promoting Vassar Bros. Hospital’s new maternity wing, Smith & Jones Mktg/Adv/PR/i has come up with a capper to its series of print ads that encourages expectant mothers to take control of the birth experience.
“Fill out your birth plan,” reads the latest execution, which shows a pregnant woman holding a pencil. “Take control, it’s the surest way to have the birth experience you want.”
The ad, to run this fall, is the fourth in the series created by the West Sand Lake, N.Y., shop. The Poughkeepsie, N.Y., hospital’s state-of-the-art maternity wing opened in January.
“We wanted to target active participants who want to be prepared [for the birth experience],” said agency account manager Mia Barbera. “Vassar Bros. Hospital is about celebrating a partnership that you as a mother choose to create.”
The ads have been running in local newspapers and magazines in the Hudson Valley, N.Y., area. The campaign also includes TV and radio.