Million dollar baby: Hospital reaps benefits of caring for high-profile boy A public relations jackpot

The Afghan boy may have arrived last month at Riley Hospital for Children with heart trouble and a need for complicated surgery. But behind those soft, brown eyes and that adorable smile lies a 12-cylinder marketing engine. A sample of the 15-month-old's power: Qudrat's often-reported story created at least $1 million in free media for Riley, according to hospital officials. That's 10 times the amount Riley spends on print or broadcast advertising in a year. He could be responsible for...

 

You have accessed IBJ.com Premium online content

IBJ.com Premium online content is identified by locked premium or unlocked premium symbol to the right of the headline. Access to all IBj.com Premium online content requires a paid IBJ.com Premium subscription and the subscriber to be logged in using their email and password. See subscription options below.

Log In if you are a subscriber to IBJ.com Premium Online

...Or choose the IBJ subscription that's right for you:

7 Day Subscription

$4.95 per week

IBJ.com
Premium online

Order Now
   

1 Year Subscription

$1.25 per week

IBJ.com
Premium online

Order Now
 

1 Year Subscription

$1.52 per week

IBJ Print
only

Order Now

 

Sponsored by
ADVERTISEMENT

facebook - twitter on Facebook & Twitter

Follow on TwitterFollow IBJ on Facebook:
Follow on TwitterFollow IBJ's Tweets on these topics:
 
Subscribe to IBJ
ADVERTISEMENT