Outside The Medical Mecca


When the very best in medical care is presumably right down the road in Boston, why take a chance on a community hospital?
That was the challenge facing The Melton Agency in Walpole, Mass., when devising its first ad campaign for Lawrence General Hospital.
“Which Boston hospital has reduced the door-to-needle time for cradiac patients to an incredible 17 minutes?” asks one newspaper ad now running in The Boston Globe, Andover Townsman and Lawrence Eagle Tribune. The answer, of course, is a hospital not in Boston, but in Lawrence, Mass. Ads were written by principal Mark Melton and art directed by Shelley Myers.
For readers turned off by references to needles, another execution (shown below) details how the producers of NBC’s highly rated medical drama ER consulted Lawrence General staffers to ensure accurate portrayals of life inside “a big city hospital.” –Judy Warner