Eric Kraus, EVP, executive creative director, H4B Chelsea
Look, I know none of us really wants to go to the hospital, but healthcare facilities are fighting for our attention and business should we need their care. Hospital advertising used to be all about community-based name recognition. However, in the age of the empowered consumer, the importance of branding is paramount to hospitals, and they are finding incredibly imaginative and creative means to carve out niche spaces and specialties. They’re also having a lot of fun doing it.