In 2012, the University of Illinois Medical Center shifted gears and not only changed it's name but it changed it's business strategy and mission. The new University of Illinois Hospital and Health Sciences Center (UIH) no longer wanted to promote it's high-tech offerings such as Da Vinci robotics or minimally invasive surgery in the hopes of attracting insured patient from the suburbs, in fact, it did a complete 180 and began focusing it's marketing efforts on the highly uninsured local community in western Chicago.
As the account manager for UIH we were challenged with creating a brand that the local residents could trust and our goal was to establish UIH as a community hospital with access to the great minds and research of a world class medical university.
Key Insight:
The local community distrusted hospitals and state institutions even more so. In order to bring new patient sfrom the community into the hospital, we had commit to becoming part of the community.
Big Idea:
We know you better, so we can treat you better
The medical university associated with the hospital was dedicated to both studying the human genome for clinical treatment and developing programs to better understand the common ailments of lower-income neighborhoods i.e. diabetes & sickle cell (higher level idea of knowing you better). Doulbed with the hospitals dedication to getting involved in the neighborhoods by supporting local events, holding townhall's and building community health centers. We were'nt blowing smoke when we said we really did know the consumer better and we absolutely were ready to treat them better.
