Although the Hennepin County Medical Center (HCMC) provides leading medical care for traumatic brain injury (TBI), its county-owned status fosters an image more closely associated with inner-city trauma.
Ranked among America's best hospitals by US News & World Report, HCMC sought to position itself as the upper Midwest's premier TBI center.
“We knew... that our budget would limit the campaign's reach, so a successful PR campaign was essential to leverage it,” says Ted Blank, director of marketing and referral development ...