EXECUTION
Use first-person testimonials to support the story of Baton Rouge General's
extremely satisfied patients. Pull testimonials from one or two centers
of excellence. The goal was not to battle the competitor head-to-head
in every department, but to promote BRG's state-of-the-art technology
and expertise in a few key areas. So while BRG exploited its reputation
as a "high touch" hospital, there could be no doubt that it
provided "high tech" services as well.