BOSTON Allen & Gerritsen is preparing to launch a multi-media campaign touting the orthopedic surgery center at New England Baptist Hospital.
Radio, TV, print and outdoor elements will be featured. A series of radio spots uses the umbrella title "Fear of the Unknown" and seeks to dispel fears many patients have when contemplating surgery. Each ad uses testimony from former patients and the hospital's surgeons. The tagline: "We are the orthopedic experts."
The effort from the Watertown, Mass.-based independent agency will run through October. Ad spending is likely in the six-figure range. The primary buy will be concentrated in the greater Boston area.
—Adweek staff report