In 2017, Women & Children’s Hospital of Buffalo will move to a new location on the Buffalo Niagara Medical Campus, and take on a new name: the John R. Oishei Children’s Hospital. Moving a treasured hospital with deep emotional connections is no easy task—and we took on the communication aspect to ensure Western New Yorkers have the information they need. With the move taking place in phases throughout the year, patient education was the paramount objective.
Our team began by introducing the move of outpatient care to the new Oishei Children’s Outpatient Center with a number of tactics relaying the message in a friendly, light-hearted way, including direct mail pieces, custom magnet schedules, interior and exterior signage, media kits to help the story gain traction in the press, and newly-created social media accounts to begin a dialogue with the community. Each of these tactics drives audiences to ChildrensIsMoving.com, a dedicated landing page created by our team to tell the story of why, how and when hospital services will be moving.
With the first phase successfully completed, TMG and MDPR are continuing to support the move with new ads and signage, updated collateral and a media campaign for the hospital’s formal opening in November.