FLOATING HOSPITAL FOR CHILDREN AT TUFTS MEDICAL CENTER - BRAND REPOSITIONING
Floating Hospital for Children at Tufts Medical Center is world class. They treat the sickest of the sick with compassion and care. The problem? They are down the street from one of the world’s most well-known and respected children’s hospitals.
With an awareness of almost zero and a modest budget in the most competitive market in the country, we had to give Floating an identity that would set them apart.
Through our research we learned that their institution is small by design. Their teams are intentionally intimate. And their medical staff is second to none. But that they were perceived by their target as being “less than” because of their small footprint, both physically and in their share of mind. We heard several versions of: “They can’t be that great if I’ve never heard of them”.
So we championed their small footprint and celebrated their tiny patients, turning the brand’s perceived weakness, their small size, into their loudest cheer with “You don’t have to be big to be strong”.