How did we help a Brooklyn Hospital step out of the shadow of Manhattan?

Maimonides Medical Center, located in Brooklyn, is consistently a “Top 10” Hospital in multiple categories, but the patient perception was that hospitals in Manhattan provided better care and offered more advanced treatments. Our solution was to position Maimonides as a leader through a “Surprise, it’s Maimonides” campaign: a timely series of ads focusing on their awards and accolades.