In addition, Columbia/HCA introduced a nationwide medical information service using the telephone number 1-800-Columbia.
Columbia’s million-dollar ad campaign, developed by The Martin Agency in Richmond, Va., kicked off last month with 30-second spots on 14 prime-time programs from “Monday Night Football” to “Murder She Wrote.”
Print ads are running in national publications such as USA Today and Family Circle.
The campaign, which will continue through mid-December, also will appear on local stations and in local publications.
“When people think about health care, we want them to think about Columbia,” Columbia/HCA spokesman Jeff Prescott said.
Columbia’s national campaign is the latest layer of a marketing program that is perhaps the most sophisticated in the industry. It already boasts a growing presence on America Online [AOL] and the Internet’s World Wide Web (http://www.columbia.com), where its site gets well over 100,000 “visits” a week from users doing such things as finding the nearest Columbia specialist or retrieving healthy recipes.
https://www.prnewsonline.com/columbiahca-fights-over-name-in-advertising-campaign/
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