Western PA had a world-class health system but didn’t know it
University of Pittsburgh Medical Center (UPMC) is a non-profit health system that serves much of western Pennsylvania. Despite its expertise, scale and local investments, there was low brand recognition among potential patients, capping UPMCs growth.
We helped launch a new brand campaign, “Choose UPMC”, to change that. But we faced two challenges:
First, health is individual, not institutional. So broad platitudes ring empty until they are matched with personal relevance. UPMC couldn’t just focus on the masterbrand; it needed to deliver its story through dozens of services lines where patient experiences were happening.
And second, it’s healthcare. So patient data is highly protected.
Targeting the un-targetable
How do you get efficient with digital targeting when the customers you most want to reach — those actively dealing with a health condition — are precisely the people you are legally prohibited by HIPPA from targeting? If you can’t use personal data, you can target where they are and what they care about. Context. Behavior. Passion. It’s all data. The creative solution wasn’t a workaround — it was the strategy
- We targeted context. For bariatric surgery, we geo-fenced fast-food restaurants with awareness and testimonial messaging. It worked, increasing awareness of surgical options and patient inquiries during the same time frame.
- We built affinity. For neurology, we flipped Penguins and Pirates affiliations into concussion prevention efforts for youth sports. Head injuries were still going to happen, but now UPMC was the trusted place to go.
- We made it personal. The “Choose UPMC” brand campaign relied on testimonials, including from Dale Earnhart Jr who gave UPMC some important cultural caché and credibility. But hearing Glen, Norman or Charlene’s story about the same health challenge patients were quietly facing made it real.
Across service lines — from pulmonary and heart care to pediatrics and urgent care — we were able to get creative with media context, and make the institutional brand feel like a personal one.
All the media orchestrated together
- Streaming audio and CTV/OTT built brand awareness and credibility
- Programmatic display and digital video retargeted prospective patients based on health-related interests
- Social media targeted younger demographics and family health influencers
More than recognition: Reputation
Across multiple years, the campaign grew in reach, and UPMC grew its recognition and business. It even expanded its services with unique partnerships in Europe. It did what awareness campaigns are designed to do but rarely get the credit. But when your own customers who’ve seen your campaign volunteer to be in your ads, you’ve built something more valuable than recognition, you’ve built reputation.
17%
Higher web traffic, indicating high engagement
10%
Increase in patient intake, fueling business growth
Finalist, Business Model Innovation Awards
