Straight to the Consumer

November 2008
HealthLeaders Magazine;Nov2008, Vol. 11 Issue 11, p30
The article offers information about the strategy of the Massachusetts General Hospital (MGH) in Boston in marketing its imaging services to consumers. It states that Dr. Giles Boland of MGH raises awareness and strengthens the brand identity for the hospital's imaging department through radio advertisements. Dr. James H. Thrall, chief radiologist at MGH, states that their radio advertisement makes sure that people know about their services and how they can be accessed. MGH also meets with physicians to establish relationships.


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