UChicago Medicine is one of the great hospitals in America. Yet research showed their reputation lagged behind another Chicago hospital with both potential patients and physicians. This needed to change.
We had an idea (after many one-on-one interviews) to reposition their research-driven quest for new knowledge as the bold, creative, undaunted work of genius it actually is.
And made this happen:
Creative surpassed norms for Breakthrough, Persuasion, Relevance and Likeability*
Delivered over 60MM impressions in first three months