'Real-Life' Campaign Brands System As Top Regional Choice The concept of using "real-life" patient stories in marketing campaigns may not be a novel approach in the healthcare industry but for the last two years the well-researched strategy is effectively branding Evanston Northwestern Healthcare (ENH). In 1997 the provider, located in Chicago's affluent north suburbs, went from being a two-hospital organization to a regional healthcare system, comprising two hospitals, a medical group, home health and hospice services and a research institute. As a regional system ENH needed to become a much more aggressive contender in Chicago's fiercely competitive healthcare market, battling it out with other academic heavy hitters like the University of Chicago Hospitals and Health System and the Rush System for Health. In addition, ENH was entering a pricey advertising war, where competitive media spending had increased 24 percent to $31 million in 1997 from the prior year. That year, one of its competitors spent more than $10 million on its media buy.

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