Parkview opens a new hospital. Fort Wayne, Ind., hospital works with agency in complex compaign.

Parkview Health, Forth Wayne, Ind., recently opened its new primary care hospital, Parkview North, an expansion of the services of its flagship Parkview Hospital. But the grand opening event was only one focus of the integrated advertising campaign, which also included a component to recruit staff. In view of the nationwide shortage of nurses, marketers faced the need for 200 nurses to staff the new facility. With its agency, Ten Adams, of Evansville, Ind., Parkview succeeded in opening its new hospital with a full complement of nurses.