Floating Hospital for Children Renamed Tufts Children’s Hospital

Changing its name from Floating Hospital for Children to Tufts Children’s Hospital has given the125 year-old hospital an opportunity to re-introduce itself to the community.

A new campaign from Providence, RI-based Nail Communications aims to position the hospital uniquely in the market by putting a spotlight on their unique approach to treating childhood disease.

“This sophisticated, intimate approach means that when Tufts Children’s Hospital treats childhood disease, they are determined to do more than simply cure the disease. Their goal is to preserve the childhood,” notes Nail Communications Creative Partner Alec Beckett.

This simple idea is at the core of the campaign that launched this month and will run through November on TV, radio, billboards, social and digital platforms.

Part of a renowned academic medical center, Tufts Children’s Hospital handles some of the most complex and difficult cases in New England. Its relatively small size (104 beds) allows a level of intimate, personal care that is unusual for a hospital with its pedigree and resources.