Challenge:
As a consequence of history, politics, cultural and economic forces, UConn Health Center has been at a distinct disadvantage which competitors have aggressively exploited to dilute its brand identity and steal market share.

UConn Health Center needed to build awareness and understanding of its unique qualities and help build revenue by encouraging referring physicians, partnering clinics and consumers to use its services.

Strategy:
Given the size and complexity of the UConn Health Center organization and its distinct component parts, it needed to unify around a central brand idea.

A comprehensive brand development program identified a compelling new positioning and inspired creation of a new brand tagline - Know Better Care - leveraging the collaboration among education, research and clinical services and promoting the unique care it delivers.

A multimedia campaign focused messages in key media "micro-markets" and integrated with community outreach marketing programs to drive people to a fulfillment website.

Winning Results:
A proprietary attitude and awareness survey showed increases in primary service areas against all key evaluative criteria. Increases in website traffic during advertising periods were retained, enrollment in community health programs was significantly higher and a survey with area physicians indicated an increase in intent to refer patients to UConn Health Center.