Marketing elective surgery to affluent weekend residents

Northern Dutchess Hospital is located in the bucolic and historic town of Rhinebeck, New York. It’s an upscale bedroom community for NYC commuters, affluent baby boomers and weekend-home owners. We saw an opportunity to promote the hospital’s Plastic and Cosmetic Surgery services to this upwardly mobile audience. Sophisticated humor appealed to the target’s vanity, a key motivation for any elective cosmetic surgery, delivered through high visibility out-of-home media. Our creative campaign helped position NDH as a leader in plastic surgery, and an ideal place for discreet care and peaceful recovery.