The problem: How to stop outmigration of paying patients from this small North Florida Hospital.
......For its size, Jackson Hospital provides exceptional care, but was perceived as the “county hospital” for indigents and the lower income demo.
......The solution: Concentrate on Jackson’s unexpected level of medical technology for a hospital of this size. Diagnostics, O.R. and emergency facilities were far beyond the norm for a 100-bed medical center.
......Print and collateral concentrating on this unexpected quality “right here at home” began to move the outmigration needle back in the other direction.