January 29, 1999

Beginning in February, the MGH will launch a marketing campaign to enhance awareness of the hospital's pediatric services among the general public. A special advertising section in the February issue of Boston Magazine (see below) dedicated to MGH Pediatrics kicks off the campaign, followed by newspaper and radio advertisements throughout the spring.

According to Carol Henderson, director of the MGH Marketing Department, this marketing strategy is necessary because of the increasingly competitive marketplace, which has been affected by a slowing of the growth of the pediatric population, an oversupply of pediatricians in eastern Massachusetts, a shift from inpatient to outpatient care, and intense competition from area hospitals. The MGH Pediatric Department ranks second in market share in eastern Massachusetts, behind Children's Hospital and slightly ahead of New England Medical Center and Boston Medical Center.

Recent surveys and focus group findings have   indicated that, despite having an overall positive image of the MGH, many referring physicians and the general public do not associate the MGH with pediatric care.

"MGH Pediatrics is a department with a rich history that includes an extraordinary range of expertise," says Ron Kleinman, MD, associate chief of MGH Pediatrics. "This campaign will help raise awareness of the department among physicians and parents and allow us to better serve the infants and children of eastern Massachusetts."

Other marketing materials include a primary care pediatrician directory, a new website, a subspecialty directory for referring physicians and a newsletter.

For more information about the Pediatrics marketing campaign, call Honor Hawkins at 4-1974. For more information about Pediatrics, call 4-KIDS.