UNIVERSITY OF ROCHESTER MEDICAL CENTER

Challenge

Solution

Result

The University of Rochester Medical Center (URMC) is truly one of the gems of the Upstate NY region. However, few outside of the medical community understood what the brand represented. In fact, research showed that many residents of the area had much greater awareness, understanding and affinity for the sub-brands such as Strong and Highland Hospitals (or their competitors) than they did for the “endorsing brand” of the URMC. With a new strategic plan in place and a desire to ultimately position the URMC among the nation’s leading academic medical centers, Antithesis was charged with creating a campaign to promote the URMC brand while building pride and understanding among diverse internal and external audiences.

Antithesis created a completely integrated brand campaign that put the URMC in the spotlight by focusing on their ongoing mission to deliver “Medicine of the Highest Order”. The concept was born out of language the client uncovered in the archives that was used at the very inception of the medical center in the early 1900’s and still rings true today. And it provided a platform based on authenticity and truth from which the URMC could tell of their amazing accomplishments – often through the patients who have benefited.  In addition, the campaign works to weave together the various elements that make up the URMC. Entities like the Wilmot Cancer Center, Golisano Children’s Hospital, Strong and Highland are each pieces of the puzzle that previously had not been recognized as being under the URMC “umbrella”. Finally, the underlying message is always the same, but the delivery has been customized to speak to a variety of audiences. So when we ask “What Does It Take?” – whether we are speaking to a family in need of care or a major contributor looking to make a gift, the message always resonates.

The results to date have been incredible. Internal pride at URMC is at an all-time high. Previously disparate institutions are now feeling part of the URMC family. And the whole community has taken notice. In fact research results have shown improvements in key areas including consideration and brand preference for URMC and its affiliates.