University Medical Center – Women’s Pavilion

The Project

When our legacy client University Medical Center sought to launch their new Women’s Pavilion, we were presented with the challenge of marketing a new service line to a multi-generational and multi-cultural audience. This was no easy task but we were up to the challenge.

The Approach

Our creative theme of “providing the best care available for every stage of a woman’s life” transcended the age and culture gap and served to brand the Women’s Pavilion as the choice for dedicated female healthcare in the region. We used a narrative approach, crafting copy lines using emotional touch points gleaned from interviews with women in the community.

The Result

As a result of our online and tv campaigns, UMC's L&D staff has had some busy days registering 2-4 new OB patients to the Certified Nurse Midwife Prenatal practice every week.