United Regional Healthcare System
When we first started working with United Regional in 2007, it was competing not only with new area hospitals; it was losing lucrative elective procedures to the Dallas Fort Worth market. Fresh branding, a new website and a series of targeted, integrated campaigns has helped United Regional maintain its leadership position in its North Texas market and transform both internal culture and external perceptions.
Fresh Branding
United Regional's identity had been confused and scattered due to the merging of several hospitals into one. Our first step was to give it unified logo and graphic standards which would apply to signage, website and all subsequent advertising.
This was a huge step forward for United Regional, so to add to the fun we teased the new branding in stages. The new logo was ultimately revealed to an enthusiastic staff at an organization-wide presentation.
“Partners in Your Good health” Campaign
Winner of the American Business Awards 2015 Gold Stevie Award
Part of an overall initiative that helped United Regional win the prestigious Gold Stevie Award for effective marketing, this series of 12 TV spots reinforced United Regional's brand position as a regional leader.
The campaign featured a different TV spot for each month of the year, each covering a different health condition from stroke prevention to breast health to the importance of having a primary care physician.
All 12 spots were presented by United Regional physicians in their respective specialties. Eye-catching graphics underscored the messaging and made it memorable.
“High Tech High Touch” Campaign
Created to help United Regional compete with elective surgery options in larger markets as well as the area’s burgeoning elective surgery facilities, this TV and print campaign embraces the brand's hometown image while touting its technical superiority in everything from open-heart surgery to total joint replacement. Technical graphics reinforced our messaging throughout.
The spots also drove people to the web to see behind-the-scenes interviews of the featured patients and provide more detailed information about their procedures.
“I Chose United Regional” Campaign
In this campaign, patient stories helped raise awareness and preference for United Regional in the lucrative sports injury arena, all while giving insider perspective on what United Regional means to the community it has served for over 100 years.
We created three spots in this series with patients ranging in age from 17 to 93.