BOSTON Duffy & Shanley is launching two 30-second TV spots for Beverly Hospital. One highlights the hospital's non-invasive surgical techniques, the other promotes the client's Lifestyle Management Institute and other wellness programs. Print is also in the mix.
The campaign seeks to forge personal connections between the hospital and consumers by using anecdotes from doctors and patients, hence the positioning line "Touch points."
TV and print will run for about 14 weeks. The former will air on Boston-area stations and cable networks, while the latter will appear in The Boston Globe and newspapers in Massachusetts communities served by the hospital, such as Beverly, Salem and Danvers. Estimated spending is $500,000-1 million. D&S in Providence, R.I., has worked for the client since October 2002.
—Adweek staff report