University of Arizona Medical Center - Patient Stories
When University Physicians and its assets merged with
University Medical Center, the new entity—the University of Arizona Medical
Center—hired a Chicago agency to launch the brand. As part of the branding
campaign, they ran a campaign that focused on building awareness and imprinting
the new tag line “Academic Medicine is Smart Medicine.” The campaign relied
heavily on images of technology and science. Pre and post community-wide
research was conducted to test its efficacy.
The post research data indicated that the stated campaign objectives
had relatively low recall, and more importantly, that “part of an academic
medical center” did not affect choice.
LP&G Marketing and the UAMC marketing department crafted
a new strategy for the next campaign; bring meaning to academic medicine by
having patients tell their stories in order to connect academia and
technology to the people they serve. The campaign focused on the ways UAMC is
able to provide patients medical care that no other health system in Southern Arizona can.
The number one objective for the campaign was to increase “likelihood to
recommend.”
The results were impressive.
The Patient Stories campaign was able to deliver virtually
the same percentage points of recall, but at 60% of the cost of the previous
campaign.
Two-fifths of residents were likely to recommend the University of Arizona Medical Center–University Campus first before all other hospitals and nearly two-thirds were likely to do so for the most complex cases. In fact, the next closest hospital was lagging nearly 73 percentage points behind UAMC.
