This thirty-second television spot introduced Vassar Brothers’ new cardiothoracic surgery program. The purpose of this spot was to create credibility and trust for the hospital’s new program and to position the medical center as the preferred hospital of physicians and patients outside of Poughkeepsie, NY.

After this cardiac campaign launched, volume in the first year of Vassar Brothers’ cardiothoracic surgery program exceeded expectations and required the addition of a second surgeon. It also created a halo effect for other specialty areas, causing the medical center’s preference share to skyrocket from 20% to more than 65% by the third year of the campaign.