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.



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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. 




After only five months of advertising, Duke climbed to #1 in patient preference in its local market.

60s TV Commercials

30s In-App Commercials