Situation:
The Duke brand was highly respected both nationally and internationally, but it was perceived locally as a place of last resort for heart and cancer care. The health system was also dramatically outspent in media by local competitors.
Solution:
Using real patients and their stories, “The Future of Medicine, Delivered Today” campaign included TV, print and out-of-home designed to show the level of care patients could expect to receive at Duke, and also the level of compassion.
Results:
After only five months of advertising, Duke climbed to #1 in patient preference in its local market.
60s TV Commercials
30s In-App Commercials
