Vitality Plus was a brand DEETER created for Lehigh Valley Hospital. Following a strategic assessment of the hospital, we recommended that management focus on creating business units and brands consistent with our consumer product clients. An exciting brand that we recommended creating was for the growing 55+ year-old market. We formed this business unit, named it – Vitality Plus – through focus group testing, trademarked the name, and then developed the advertising, public relations, and sales promotion materials needed to launch it over a 12-month time frame. Vitality Plus grew from no members to more than 75,000 members in year one. Cost of this campaign was approximately $500,000.