University of Michigan Health System

“The team at re:group helped us develop a consistent campaign image and messaging that demonstrated how the UMHS brand should look and speak to convey our unique position…”

— Dave Brudon, Director of Marketing UMHS

one strong identity system

Multiple identities and logos of the various departments and sub-brands were combined under one cohesive identity.

43%

Email inquires for the Cancer Answer line went up 43%.

About University of Michigan Health System

The University of Michigan Health System has been ranked one of the “Top 10” hospitals in the country. They are a world-renown medical institution with a strong research and academic reputation. They also are a complex organization with multiple clinical departments, sub-brands and decision makers, each with their own specific communication needs and initiatives.

What we did:

As agency of record we helped them unify their brand image, made them more accessible to the community and patients, filled their outpatient centers, and increased awareness and usage of specific programs and departments under the consistent umbrella of the health system.

Results:

The multiple identities and logos of the various departments and sub-brands were replaced with one strong identity system reflecting University of Michigan brand standards. The case was made and approval given for increased marketing spending to put UMHS on par with their national competitors. Advertised medical centers and clinical departments reached capacity during campaigns. For example: In the first quarter of the CancerAnswer Line campaign, phone calls increased 17%, email inquires 43% and the CancerAnswer website became a preferred channel for submitting questions.

deliverables

primary research, secondary research, competitive audit, brand architecture, performance metrics, brand positioning, marketing/communications plans, brand naming, brand visual language, package design, collateral materials, internal communications, annual reports, campaign concept development, marketing materials, posters, radio commercials, television commercials, premiums/specialty items, media planning, media buying, print advertising, out-of-home advertising, broadcast—radio, televison, cable, direct mail, targeted direct and email marketing

all projectsgo back one project

the vitals

Client: University of Michigan Health System
Industry: Health Care

services utilized…
Awards Received…
  • Addy Awards
  • Silver—Collateral Material (Parking Poster)
  • Healthcare Advertising Awards
  • Gold—UM Hand Hygeine
  • Medical Marketing Association
  • UM Hand Hygeine
  • The RX Club
  • UM “Dog’s Don’t Smoke”
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