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Johns Hopkins Medicine, (JHM) was the governing body for one of America''s best academic medical centre and health care delivery systems. The Johns Hopkins Hospital, under JHM was ranked the ''Best Hospital'' for 15 consecutive years (as of 2005) in the US News and World Report''s Best Hospitals Rankings. The Johns Hopkins University, also under JHM, was America''s first research university. Scientists working with the organisation included Nobel Laureates and its research was known for many a pioneering medical break-through. In late 2004, JHM launched an advertising campaign to boost the JHM profile and canvas for philanthropic funds to construct two new state-of-the-art patient care facilities. This was a new experience for JHM, which had not aggressively promoted its brand, publicly, so far. However, with a number of academic institutions resorting to regular marketing methods to promote themselves, the JHM management felt that their brand and its unique selling point had not been fully exploited. Also, being an academic hospital, JHM had to rely on donors for developmental activity and hence building a strong brand was crucial. JHM wondered how best its brand could be exploited in its promotional and fund-raising efforts. They also had to be cautious of criticism from experts who observed that academic medical centres should refrain from regular advertising and promotionals. This case allows for students to discuss how a brand should be built in the hospital sector and how its unique selling point should be built into the brand, to create maximum brand awareness.