NMC Tagline
We identified three areas of emphasis for NMC's communications: intimacy, collaboration and excellence. Research revealed that the hospital's smaller size provided a meaningful and differentiated benefit versus Fletcher Allen's unwieldy, institutional feel. Rather than focusing on NMC's "smallness," however, we decided to focus on the positive aspects its smallness conveys: intimacy and collaboration. We focused on the "excellence" theme to reassure patients that being treated at NMC does not mean compromising the quality of health care they receive.