USC Hospitals' Campaign 'Fights On'

Marianne Aiello, for HealthLeaders Media , January 6, 2010

Click to view larger version.The latest branding campaign for two University of Southern California (USC) hospitals evokes passionate determination by using the school's athletic rallying cry: "Fight On." Marketers hope the campaign will boost awareness and preference for University Hospital and USC Norris Cancer Hospital, two private hospitals USC acquired from Tenet Health in April. The campaign launched in Los Angeles on January 6.

"USC University Hospital and USC Norris Cancer Hospital are two of the best kept secrets in Los Angeles," Mitchell R. Creem, chief executive officer of both hospitals, said in a release. "While our physicians and clinical expertise are well-known in medical circles across the country and even internationally, consumer research suggests that the greater L.A. community is largely unfamiliar with these two excellent patient care facilities. We're making a long-term commitment to market the hospitals and to enhance USC's reputation in key centers of excellence."

The ads consist of documentary-style photographs depicting USC physicians and staff caring for patients. Marketers hope the "Fight On" tagline will convey the organization's culture of doctors and staff fighting for their patients' wellbeing.

"The creative campaign was tested with consumers from the L.A. metro area before launch, and the positive response was overwhelming," said Jane Brust, associate senior vice president for USC Health Sciences public relations and marketing. "Consumers told us that the campaign is extremely compelling, and that the ads give them a positive opinion of the hospitals. The 'Fight On' tagline tested especially well; it made a strong emotional connection with consumers relative to the way they think about their own health."

The campaign includes print, outdoor, radio, digital, and paid and organic search promotion. Bariatrics, cardiovascular, urology/prostate cancer, and breast cancer service lines will also be featured in the first six months.

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