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University hospital’s mission highlighted in Health Center ads- October 9, 2006 | ||||
| The Health Center is launching a new, multimedia advertising campaign this month to build awareness about its mission as a university hospital. The campaign includes two 30-second television ads that will appear on all the major affiliates, as well as cable systems that reach the majority of Connecticut households. In addition, two print ads are appearing The Hartford Courant and other newspapers in the greater Hartford area, with accompanying posters in the Westfarms Mall. A unifying theme in the campaign is the Health Center's new tagline, "Know Better Care," that is featured prominently in all materials including the web component. The site is also known as a "landing page." It is the bridge between the television, print, and mall advertisements and the Health Center's homepage. The landing page provides "Fast Facts" about the Health Center's achievements in medical and dental education, biomedical research, and clinical care, as well as links to important elements of the Health Center's web site, such as "Find a Physician" and "What is a University Hospital?" "All of these pieces were designed to help tell the story of our full mission - which is to teach the next generation of physicians and dentists, pursue advances in research, and provide excellent patient care, says Jim Walter, the Health Center's associate vice president for communications. He notes that the ad copy captures the essence of what makes the Health Center different. "The messages emphasize that the Health Center offers patients care from world-class doctors who teach, do research, and apply this knowledge to patients every day." This month's launch follows a year-long, methodical process involving market research, internal and external focus groups, and intensive message testing.
During this process, the Health Center's Office of Communications worked closely with Mintz & Hoke, one of Connecticut's most respected communications firms. "This is a strategic communications initiative and a very exciting step for the Health Center," says Maureen McGuire, director of communications, adding that this is the first time in more than 10 years that the Health Center has partnered with an outside firm for a major advertising campaign. She says this year's campaign is a significant departure from advertising efforts in recent years that have focused solely on the Health Center's clinical signature programs. "While the general message of this campaign is to support a greater understanding of the UConn Health Center brand and the benefits of a university hospital, we strongly believe the ads will provide a halo effect for many of our clinical services," McGuire says. One of the television ads and one of the print ads features Dr. John A. Taylor, III, an assistant professor of surgery with the Health Center's Division of Urology. Taylor sees patients, teaches and is actively involved with several research initiatives. "Dr. Taylor was kind to donate his time and talent to help the campaign," says Walter. "Using a real doctor who is excelling in all three aspects of the Health Center's mission, gives the commercials immediate credibility and strongly underscores our message." The campaign will run through early May. |
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