Norwegian American Hospital Launches Awareness Campaign Targeting Hispanic, African-American and General-M...( PACO Communications ...),Health

PACO Communications Named Agency of Record

CHICAGO, Oct. 10 /PRNewswire/ -- Norwegian American Hospital has just announced the launch of its "Delivering Small Miracles" campaign, designed to build awareness of its long-standing commitment to providing the highest level of services and care through its Labor and Delivery, Special Care Nursery and Mother/Baby units.

The campaign rolled out in Chicago with a focus on public relations and advertising via billboards, geographically targeted cable television, movie theaters and non-traditional retail channels. The campaign, which targets Hispanic, African-American and General-Market moms, features the headline "Recibimos pequenos milagros todos los dias" ("Delivering small miracles every day").

"Norwegian American Hospital has been serving Chicago's near north side community since 1894," said Michael J. O'Grady Jr., the hospital's President and Chief Executive Officer. "However, the community we serve has grown tremendously and become more diverse within the last few years and so we wanted to build awareness about our dedication to primary and preventive health care and our reputation as a premier delivery hospital."

Norwegian American Hospital tapped the expertise of PACO Communications, Inc., an integrated Hispanic communications agency with clients such as AeroMexico, Tampico Beverages and Harris Bank, to develop the consumer marketing campaign. A major goal was to strengthen perceptions of the hospital as a premier family health care provider to capture a larger and broader market share.

"PACO understood the challenge we faced in competing with neighboring hospitals with marketing budgets much larger than ours," said Carmen Negron, Director of Marketing for Norwegian American Hospital. "PACO designed a campaign that incorporated stand-out creative imagery and could be delivered through unique and cost-conscious media vehicles across multiple segments with maximum
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