Turning our unexpectedly cool hometown into the most talked about destination brand in America.
University of Kentucky Healthcare
The Power of Advanced Medicine
University of Kentucky (UK) HealthCare is Kentucky’s flagship hospital and healthcare system. But when we first started working with UK in 2015, nearly half (47%) of their target audience didn’t know what UK HealthCare was—in fact, 15% of them thought UK HealthCare was an insurance company.
We’ve partnered with them to create years of powerful, emotional campaigns, centered on the experiences of our patients and grounded in the breakthroughs that happen at UK HealthCare every single day.
Today, UK HealthCare has 86% unaided awareness, the highest image/reputation in the state, and is the top choice for care among moms with kids ages 0–17.
We’ve partnered with them to create years of powerful, emotional campaigns, centered on the experiences of our patients and grounded in the breakthroughs that happen at UK HealthCare every single day.
Today, UK HealthCare has 86% unaided awareness, the highest image/reputation in the state, and is the top choice for care among moms with kids ages 0–17.
I Shouldn’t Be Here
To help UK HealthCare break through, we needed to make people feel something. We did it by focusing on a single character—outside of the hospital, reflecting on what she’s been through. Choosing UK HealthCare is the pivotal point in her story: the place that finally got her what she needed to survive, recover, and thrive.
The campaign, supplemented by digital and OOH that featured real patients with incredible stories, smashed industry benchmarks. Unaided awareness of UK HealthCare lifted by more than 300%, beating competitors and tripling the nonprofit industry norm. Most importantly, hundreds of people requested appointments through the campaign’s landing page, with 450 requests and counting.
The campaign, supplemented by digital and OOH that featured real patients with incredible stories, smashed industry benchmarks. Unaided awareness of UK HealthCare lifted by more than 300%, beating competitors and tripling the nonprofit industry norm. Most importantly, hundreds of people requested appointments through the campaign’s landing page, with 450 requests and counting.
300%
Brand Lift
450+
Appointments Booked
We’ll Be Here
UK HealthCare wanted an awareness campaign to get the attention of a “someday” audience who really doesn’t want much to do with the brand. So we put our message inside a love story, using a real couple and their real photos and home videos. We got our audience invested in our characters first, then showed how a scary diagnosis can turn a life upside down—but with the right care, it doesn’t have to be the end of your story.
77%
Brand Lift
79%
Lift in Consideration
Believe in Markey
In the number one state in the country for cancer incidence and death, it’s a challenge to get people to engage with cancer care. It’s not something anyone wants to think about.
But because of Markey, Kentuckians don’t have to just hope for the best in the face of a diagnosis. They have access to a place with more brainpower, more breakthroughs, and more collaboration, innovation, and clinical trials than anywhere else in the region.
But because of Markey, Kentuckians don’t have to just hope for the best in the face of a diagnosis. They have access to a place with more brainpower, more breakthroughs, and more collaboration, innovation, and clinical trials than anywhere else in the region.
6.8M
Video Views
TOP 4%
Of All Ads Measured by System 1
2.6%
Higher Brand Recall & Consideration
