The San Antonio (TX) organization builds a marketing campaign around its access to experts and range of care options.
University Health System in San Antonio, TX, is highlighting its quality of care in a 30-second television ad airing on broadcast and cable networks in Bexar County.
The ad, created by Richmond, VA-based ad agency ndp, tells the story of a patient who benefitted from the care she received at University Health System, the academic medical center partner for the University of Texas Health Science Center at San Antonio.
The TV spot is part of a brand campaign that launched earlier this year and includes digital, print, and outdoor ads. The effort also includes large printed panels displayed in San Antonio International Airport corridors, and a 10-second video about the health system that is shown on screens throughout the terminal.
The message of the campaign, "Some See ... We See," is that University Health System can provide unique care options through its access to a range of experts.
"This advertising campaign is all about possibilities," said ndp Executive Creative Director Jimmy Ashworth. "We wanted to emphasize the importance and difference made by having a hospital that also has access to the expertise, knowledge, and research of a university."
To make that point, ndp and University Health System highlighted the experiences of patients who have benefitted from the health system's willingness to "think beyond" with regard to care and treatment.
The televsion ad features an avid gardener whose liver disease was treated with a living donor transplant. The headline reads: "Some see a failing liver. We see a life about to bloom."
"Increasing awareness for the unique value we provide as the region's academic medical center required a thorough approach in terms of research and creative development," said Leni Kirkman, University Health System's senior vice president of strategic communications and patient relations.
"We are enormously proud of this campaign."