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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.”
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