University of Kentucky Healthcare
Consumer Awareness Campaign
Disciplines: Advertising
Objectives:
- Improve perception of the organization in its own local market versus other locally oriented competitors.
Strategies:
- Positioned the organization among national leaders rather than drawing comparisons to local competitors.
- Created a series of print and television advertisements which highlighted the numerous national awards and other recognition the organization and its staff received.
Results:
- Annual perception tracking surveys have marked steady improvement since the campaign began in a number of areas, including:
- Recognition as most technically advanced has increased 6 percentage points.
- Those holding a negative impression has fallen 5 percentage points.
- Referrals by outside physicians have increased 12 percentage points.
- Inquiries to the UKHC Call Center have nearly doubled since the start of the campaign.
- The number of patients treated rose by an incredible 30% in the first three years of the campaign.
