Turning competitors into partners.

Facing a rapidly changing healthcare landscape, the University of Virginia Health System decided to expand its service area. Because this involved forming alliances with hospitals that once were competitors, UVA Health needed to raise its overall image to pave the way for this aggressive growth. UVA Health also wanted to communicate the power of the newly expanded system to consumers.

UVA Health, through these new alliances, was about to change the conventional thinking about healthcare. Rather than waiting for something to go wrong, UVA Health took proactive role: anticipating their patients’ needs and serving their populations more efficiently than ever before. To establish this new approach to care, we developed the rallying cry “Tomorrow can’t wait.”

We created an omnichannel campaign using traditional media to run teaser messages paid off by online content. The campaign kicked off internally with a dedicated long-form video as well as environmental graphics.

For the external market, the campaign launched with a coordinated, paid, earned and shared media strategy which began with a Super Bowl message.

The results of the campaign have been stunning. UVA Health’s preference as their population’s “hospital provider of choice” garnered double digit increases. At 18 months into the campaign, UVA Health’s preference numbers are the highest they have ever been.