The examples below show how a clear, compelling brand strategy can drive campaigns and tactics that deliver.
In 2007, the University of Rochester Medical Center (URMC) needed to rebrand as the region's only academic center, but URMC leadership viewed the creative ideas presented to them as hyperbole.
It took a quote from 1920 to establish internal credibility and also articulate URMC's reason for being and enduring point of difference as the first academic medical center. The quote itself became the positioning strategy, the tag line and the messaging strategy and has informed all tactics since.
In 2014 it was evident that the URMC needed to update its clinical brand to represent the many facilities and affiliations with regional hospitals as a connected system.
The essential positioning strategy (Medicine of the Highest Order) was still sound. The brand itself needed to be changed to properly represent the integrated system.
The result is a dominant regional health system brand that was ranked #5 in the nation for "most humanized" as reported by Becker's Hospital Review in May 2023.
A series of unscripted interviews that revealed
the heart of UR Medicine.
A campaign that collected over 100 user-generated stories online
of courage and redemption.
Content that revealed how the depth and breadth of the research enterprise that elevates and differentiates UR Medicine.
Online and broadcast piece introducing testimonial content about what kept UR Medicine people going through COVID.
Carletta's story from Eastman Dental.
Kelly's story from UR Medicine Labs.
Low budget, quick-turn online and broadcast content assuring patients it was safe to resume care after clinical operations halted during COVID.
Letting our patients know that all UR Medicine locations are open to serve them and redesigned for safety.
Launch spot that drove an immediate 2% market share gain.
Positioning the venerable road course to appeal to NASCAR fans used to seeing their favorite racers turn left on oval tracks.
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