Duke University Health System:
Re-establishing a strong foothold.
Situation:
The Duke brand was highly respected both nationally and internationally, but it was perceived locally as a place of last resort for heart and cancer care. The health system was also dramatically outspent in media by local competitors.
Solution:
Using real patients and their stories, “The Future of Medicine, Delivered Today” campaign included TV, print and out-of-home designed to show the level of care patients could expect to receive at Duke, and also the level of compassion.
Airport Duratran
WSJ Full Page Advertisments
Results:
After only five months of advertising, Duke climbed to #1 in patient preference in its local market.
:60 TV Commericals
:30 In-App Commercials
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