The state’s only hospital exclusively for children was losing market share to health care facilities for grown-ups. Philanthropy was down. Essential state funding was threatened. The name (CCMC) had become meaningless. It was a code red. In response, C+K rapidly repositioned the hospital as “Connecticut Children’s” and launched a campaign to remind all audiences just how critical it is to have a hospital exclusively for children. The campaign helped revive the hospital and today, all vitals have dramatically improved including elevated awareness, increased patient numbers, higher philanthropy and greater support among legislators.
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