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As Director, Marketing Strategy at UVA Health, I co-managed the relationship with our creative agency on behalf of the organization. I oversaw the annual brand preference and awareness study that they conducted, worked with them to develop creative concepts for large-scale campaigns and oversaw the associated logistics including production, budgeting and leadership approvals.
Tomorrow Can't Wait Campaign
In 2016, UVA Health leadership wanted to develop a campaign that solidified our position as the top academic medical center in our region. Research showed that we owned academic attributes in our primary service area (high quality care, leading research, etc) but UVA Health was lagging in the warmth attributes associated with compassionate care.
Our challenge was to demonstrate the value of the academic medicine in a way that was meaningful to the community and also warmed the brand.
The Approach :
We conducted research to land on three ways UVA was tackling common healthcare concerns in our region:
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Increasing access to our specialists for those living a great distance from the medical center
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Developing new ways to collaborate and deliver care efficiently
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Leading research to cure disease
Beyond developing the creative concept, I was part of a small team that managed the logistics of filming. Managing a production crew of 30, scheduling faculty and finding windows of availability in busy clinical spaces was no small feat. It was a four-month planning process that required constant creative problem-solving.
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The Result:
Tomorrow Can’t Wait won multiple industry awards, our preference grew 6%, and we saw an increase in tertiary market share.
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