CHILDREN’S HOSPITAL LOS ANGELES

What should any good parent do if, God forbid, their kid gets sick? Head to the nearest hospital, right? Wrong. Because children’s medicine is a medical specialty, just like cardiology or orthopedics, requiring special training, equipment and emotional sensitivity. The kind you’ll only find at Children’s Hospital Los Angeles, not at one of the more than 100 “grown-up” hospitals in L.A. By creating a new paradigm in children’s medicine – children’s specialty hospital vs. “grown-up” hospitals – we created a campaign that will force parents to think twice before bringing their kids to just any hospital.

CAMPAIGN EFFECT

In the first full year that “A grown-up hospital is no place for a kid” ran (2016), CHLA’s top of mind awareness more than doubled and top of mind preference for CHLA for pediatric services grew 24%. The latter is particularly impressive as people were surveyed throughout Los Angeles and Orange County, many of whom would live 1-2 hours away from CHLA.

ASK OUR CLIENT WHAT HE THINKS

Jim Deeken

Vice President, Marketing

jdeeken@chla.usc.edu