Though the goal was to bring the facilities together under one brand image, UHS's agency Jennings Co. in Chapel Hill, NC, set out to first find the points that differentiated UHS facilities from any others in the region. After speaking with leadership from UHS and the community, family and care were the primary concepts that emerged. "We want to treat every patient as if they were a family member. That's what really sets us apart," says Anissa Davenport, vice president of marketing and public relations for UHS.
With those concepts in mind, the next step was to create a unique brand personality for UHS. To do this, distinctive colors were chosen and combined with the imagery. The colors were then assigned to service lines within the campaign. For example, pinks and teals were used for the Women's Health line, and purples and reds were used for the cardiac lines.
"Graphically, the use of big blocks of warm and inviting color is a defining element of this campaign," says Dan Dunlop, president of Jennings Co. By using rounded corners for the various campaign pieces throughout the multi-integrated campaign and the use of the headline text across the entirety of the ad spaces, the ads are unique and eye catching.
Though the initiative is only half way through its run, early focus groups suggest the branding strategy has been effective. According to Davenport, "We'll do a comprehensive analysis at six and 12 months, but the feedback we've gotten has been great so far!"
Kandace Mclaughlin is an editor with HealthLeaders magazine. Send her Campaign Spotlight ideas at kmclaughlin@healthleadersmedia.com.