Case Studies

Case Study: MARKETING & BRANDING CAMPAIGN FOR THE UNIVERSITY OF PITTSBURGH MEDICAL CENTER

THE PROBLEM: The University of Pittsburgh Medical Center (UPMC) is widely recognized as a top-rated healthcare center in the country. However, leadership at UPMC felt general awareness and visitations from Pittsburgh region residents needed improvement. We were engaged to provide the client with the following deliverables: strengthen hospital branding, increase UPMC name ID and audience awareness, grow UPMC’s email lists, maximize clicks to hospital website(s), and inform potential patients of UPMC’s toprated services close to home.

Messaging for this branding and acquisition digital advertising campaign focused on real patient stories of individuals traveling from all over the world to receive their care at UPMC. Each story concluded with the tagline, “You can stay right here at home.” Target groups consisted of keyword targets, website targets, healthcare decision makers, likely patients, and mothers. Geographically, the advertising campaign was targeted within Pennsylvania with an over-saturation in the Pittsburgh region.