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UChicago Medicine

Reclaiming brand stature for a top U.S. hospital.


UChicago Medicine had fallen behind its top-tier competition in the reputation game. Not just in the minds of influential consumers – but in the minds of healthcare professionals they were seeking to recruit.

Faced with a daunting illness, you want a team undaunted by challenges or convention. UChicago Medicine brings world-class research and top physicians wired to challenge the status quo.


Integrated campaign that leverages the brutal truth of human medical issues to rise above the ‘sea of sameness’ and present UCM professionals as empathetic heroes.

UChicago Video
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Perceptions of UCM as “best of breed” hospital up 12%. Intention to consider UCM up 21%. Double-digit increase in new appointment requests.