Talking to My Generation

Igaray, Marcos; Maccracken, Linda
January 2011
Marketing Health Services;Winter2011, Vol. 31 Issue 1, p10
Academic Journal
The article discusses the brand campaign of the Virginia Commonwealth University (VCU) Medical Center in Richmond, Virginia called Every Day, A New Discovery® Red Letter Day, which uses generational marketing. It states that the campaign, which features patient stories concerning generational lifestyle, has goals including the establishment of brand recall and awareness, improvement of preference share and perceptions, and support of marketing objectives for chosen commodities and services. It says that due to the initial success of the generational approach in reaching customers, the campaign has been broadened to retention and recruitment initiatives and internal employee efforts. It mentions that the brand platform was established with the aid of Neathawk Dubuque & Packett. INSET: Through the years: Four generations of the VCU advertising campai.


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