CLIENTS

CASE STUDIES

SECTOR: HEALTHCARE

Plantation General Hospital

Situation:
In honor of its 35th anniversary, Plantation General Hospital wanted to reinforce its position in the community as the premiere medical center to deliver a baby and receive obstetric and neonatal care.

Solution:
Realizing that PGH had delivered more than 60,000 babies over the past 35 years, Malkus Communications Group felt this was the most viable news hook. MCG conceptualized a multi-tiered interactive health fair that blended equal doses of valuable medical information with good fun targeting younger families.

'Art of Life Canvas'
Malkus Communications Group wanted to create an eye-catching activity that would be fun for kids and a great photo opportunity for media. We conceived the 'Art of Life Canvas', where kids and kids at heart who had been born at PGH as well as PGH staff were invited to 'lend a hand' to the canvas by dipping their hands in paint and leaving a lasting impression. The handprints were scattered among nostalgic PGH photos, documenting significant events at the hospital. Scores took part in the interactive attraction, which will be displayed at PGH as a work of art for generations to come.

'Giant Birthday Card Wall'
Malkus Communications Group choreographed the concept of the 'Birthday Card Wall,' where anyone delivered at PGH over the last 35 years was invited to supply a baby photo to be placed on a mobile birthday card wall of sorts. Dozens contributed, creating a mosaic of memories and darling baby photos. The project reinforced PGH’s family approach to medicine and its place in the community as a leading healthcare facility.

Results:
In all, over 1,000 people attended the health fair; the majority were younger families, a key demographic. Stories profiling the 35th anniversary netted 4.1 million branded media impressions based on circulation. The health fair was such a success, PGH is considering making it an annual event.

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