Turning our unexpectedly cool hometown into the most talked about destination brand in America.
University of Kentucky HealthCare
Connecting Kentuckians with the Power of Advanced Medicine
No one wants to think about a hospital.
UK HealthCare is Kentucky’s flagship hospital and healthcare system. But when we first started working with UK them 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.
Our “Someday” audiences—people without a current, urgent healthcare need—don’t want to think about themselves or a loved one needing to go to a hospital at all. So the best way to connect with them wasn’t to just tell them what we do—it was to get them to feel something about UK HealthCare.
Our “Someday” audiences—people without a current, urgent healthcare need—don’t want to think about themselves or a loved one needing to go to a hospital at all. So the best way to connect with them wasn’t to just tell them what we do—it was to get them to feel something about UK HealthCare.
Proving the power of advanced medicine. Time and time again.
Years of powerful, emotional storytelling, centered on the experiences of our patients. Our campaigns have been grounded in the breakthroughs that happen at UK HealthCare every single day, that prove that UK HealthCare can be trusted to provide the best care possible, whenever Kentuckians need them.
Beyond the ads, we built a foundation of real patient testimonials—a deep well of content that proved the power of advanced medicine and gave our audiences real, relevant stories to connect with, no matter where they were in their healthcare journey.
Beyond the ads, we built a foundation of real patient testimonials—a deep well of content that proved the power of advanced medicine and gave our audiences real, relevant stories to connect with, no matter where they were in their healthcare journey.
From a misunderstood healthcare brand to the best reputation in the state.
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 age 0–17.
