and ‘Peyton’ spots,” Rodriguez says. “In
our space, you could have the best agency
in the world, but if it’s not emotionally
tied to the brand, it’s not likely to be
successful. Our employees were more
emotionally tied than any agency could
be. And we were successful following that
passion, rather than what a high-priced
consultant could tell us.”
Rodriguez adds that, in one instance,
the passion and connection became per-
sonal. “One writer became so invested in
a patient’s story that they became close
friends,” he says. “It plays out in the spot.
You could tell it was from the heart. That
connection helped the real story come
Such a connection is critical in mar-
keting the services UCHealth provides.
With hospitals in Aurora (the flagship),
Broomfield, Fort Collins, Loveland,
Longmont, Steamboat Springs, and
Colorado Springs, as well as more than
100 affiliated clinics, UCHealth serves
more than 1. 3 million unique patients
every year. The organization’s stated mission is to improve the lives of people in
Colorado and beyond — and, to that end,
in fiscal year 2017, it spent nearly $650
million on financial assistance, subsidized
care, and other areas to directly benefit
the patients it serves.
UCHealth Medical Group directly
employs about 500 providers and its partners at the University of Colorado School
of Medicine employ an additional 2,800
providers. In addition, thousands of other
physicians and advanced practice providers are affiliated with UCHealth and have
privileges to practice at its community
hospitals.
The Patient Is the Hero
But it’s not just the scope of what
UCHealth offers that creates challenges
for Rodriguez’s team. “We’re in a very
interesting time for healthcare. For in-
stance, I could market cars or watches
and, based on tactics, I can create de-
mand and simply measure executions,” he
says. “But, in healthcare, just because we
decide to create a campaign to promote
cancer care and treatment, thankfully
that doesn’t mean the consumer is getting
cancer tomorrow.”
That challenge — among others — is
why the UCHealth team chose to pro-
mote its young brand and the strength
of its platform with its patients. This was
a surprising choice in a business with a
history of promoting its expertise and
caregivers.
“Most healthcare industry marketing
centers on the doctors as the heroes,”
Rodriguez says. “Not us. Our focus is on
the patient’s journey as the heroic story.
Within that, we can better promote
healthier, more active lifestyles — all
through our targets meeting our most
extraordinary patients. If these stories
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