I need an idea for branding and highlighting our new “Stroke Center of Excellence”. We are competing with another local hospital receiving the same.

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Jay’s Answer: Congratulations on the new accolade. To include this in your marketing message, you need to consider why someone would care and what they’d do about it. If someone has a stroke, they’re not going to think about which hospital they should go to for emergency care. They’ll go to the hospital that’s either: closest and/or associated with their doctor.

Therefore, you want to focus your message on highlighting the doctors that practice at your facility. For example, list the excellent physicians that specialize in stroke intervention & prevention. The message would be, “Is your doctor on this list? If so, you’re in safe hands – these doctors will have the support of a recognized “stroke center of excellence”. If not, consider using one of them – for your loved one’s sake.”