University of Utah Health

Brand + Digital
Patient Acquisition Campaign

Repositioning an award-winning healthcare system

University of Utah Health, a Nobel Prize winning research hospital and the #1 university-based medical center in the U.S. chose Hey for our combined capabilities in brand and online marketing. Objectives were to create a brand perception of leadership, increase engagement with online and owned media content, and launch new online services such as Virtual Visits – a Skype-based portal that allows providers to see patients online.

“There’s Only One You” is a brand idea that speaks to personalized medicine, with a subtle nod to the Nobel prize-winning genetic research done here. It also reflects the more precisely targeted and one-to-one nature of online tactics.

Awareness media such as TV and large format billboard and transit work together with a conversion-focused online eco system including digital display and SEO tactics to drive patients to specialists and clinics. Using a cost-conscious market wide media plan, online contextual and behavioral targeting, the work has exceeded awareness and click-through goals and clinics have experienced an increase in inquiries and patient appointments.

+4%
UNAIDED AWARENESS

.21%
CTR

+15%
BRAND CONSIDERATION