Advertising Showcase: UCSF Health’s “Love Letter” Campaign
Each month, Strategic Health Care Marketing Advertising Showcase features a multimedia advertising campaign’s challenges, tactics, and outcomes, offering strategic and creative insights from some of the nation’s leading hospitals, health systems, and health-related organizations.
An integrated campaign helps reposition the health system by showing love to its home city and the people who live there.
Background
Several environmental factors converged, and the stars aligned, leading to the creation of UCSF’s “Love Letter” campaign. Let’s see what was happening.
In the aftermath of COVID-19, cities across the country, including San Francisco, faced significant challenges. Patients who avoided seeking care during the pandemic now presented with more complex medical needs. Staffing shortages limited capacity and impacted access to care.
Sarah Sanders, chief marketing and brand experience officer at UCSF Health
During the same period, UCSF Health, known nationally as a provider of advanced health care, began a new strategic journey to expand its services to encompass the entire spectrum of care. The system was preparing to acquire two community hospitals and open a significant ambulatory care facility.
“It was essential to maintain a delicate balance,” says Sarah Sanders, chief marketing and communications officer at UCSF Health, “taking on the mantle of a primary and secondary provider while preserving our leadership role as a major academic medical center. It was a matter of reshaping how people think about us.”
She adds, “At UCSF Health, we feel a deep sense of responsibility for the communities we serve and, in fact, the entire state of California. We launched the ‘Love Letter’ campaign to show our commitment to our hometown.”
Read the full article to see how UCSF Health shifts consumer perceptions by sending a love letter to San Francisco.