University of Rochester Medical Center

http://www.urmc.rochester.edu

Semi-finalist: Marketer of the Year

Case Study:
In February 2008, the University of Rochester Medical Center (URMC) launched a campaign to introduce a new, unified identity and a new 10-year strategic plan. Up to that point, three identities were often used in marketing communications – URMC, Strong Health and a constituent entity such as Strong Heart and Vascular Center, leading to internal and external confusion. There was a need to place the primary focus on the URMC as the master brand. Additionally, it was necessary to respond to significant local and regional competition.

Although the time frame to develop the campaign was brief, it was essential that the campaign be comprehensive. The goal was not to simply create a new logo, but to develop a broadly targeted campaign that reached out to patients, physicians, donors, employees and leadership. It would draw on history, using a paraphrased 1920 statement from Rush Rhees – “Medicine of the Highest Order.” And it would make an impact by using TV, print, outdoor advertising and the web. The Super Bowl and the Olympics were used to deliver record audiences.

Since the implementation of the campaign, patient volume increased in cardiology and orthopaedics. Consideration grew by 22%. Web traffic also increased with 68,900 unique visitors to campaign-related pages on the site. And awareness of the advertising doubled.

Judges Comments:
“Everything done right, great creative!”