Problem

RUSH University Medical Center is a nationally leading health system, earning top ranks by U.S. News & World Report (one of only 20 hospitals recognized on it’s annual “Honor Roll” list), and other hospital ratings entities. RUSH also spearheads industry-leading work to make health equity a reality. Especially during the COVID-19 pandemic, RUSH earned national kudos and an incredible amount of earned media praising its efforts in this regard.

But, that recognition, and its marks for quality care has not translated to downstream impact. DeVito/Verdi was charged with changing perception in the market that would ultimately lead toward driving an increase in commercially insured patients choosing RUSH for their most serious and complex conditions – namely those that drive the highest revenue for the organization. 

Solution

D/V took on the assignment after RUSH was midstream in its work to establish a new brand promise and identity, For You, For Good. For the first leg of the campaign, D/V focused on the “For You” element – the high quality care that’s delivered to each patient.

We also found that after having been the “best kept secret” in Chicago for a long time, there was good reason to turn up the competitiveness in the tone of the advertising.

We developed a series of line-driven outdoor ads that were strategically positioned around Chicago to reach and influence commercially insured patients and those who influence their care decisions.