Related Work | Jul 31, 2021
The University of Colorado Anschutz Medical Campus Case Study
In this case study, Karsh Hagan unveils the strategy behind the first-ever national campaign of CU Anschutz Medical Campus.
The University of Colorado Anschutz Medical Campus and its campus hospital partners, Children’s Hospital Colorado and UCHealth University of Colorado Hospital, today announced the launch of their first-ever marketing campaign: This Is Breakthrough.
The campaign highlights health care breakthroughs made by the bold and inventive minds on the campus. Powered by united missions of removing barriers, improving lives, empowering visionaries and advancing collaborative research, the stories told by the campaign underscore why the University of Colorado Anschutz Medical Campus is one of the best medical campuses in the world.
“The University of Colorado Anschutz Medical Campus continues to exceed expectations of what’s possible when the best minds in medicine work on one campus,” said Mr. Anschutz. “As proud partners, we share a vision of improving lives through the advancement of health care, research, education and prevention. This campaign, which is driven by medical achievements, propels the University of Colorado Anschutz Medical Campus even higher among the best medical destinations in the country.”
This Is Breakthrough spotlights the visionaries and innovations achieved when clinical practice, education and research are united on one campus. Examples include:
“For more than a decade our campus has been making discoveries that are saving lives and recruiting top talent to address the most pressing health issues facing the world. It’s high time we share our innovations and breakthroughs in ways that attract wide public attention,” said Donald Elliman Jr., Chancellor for the University of Colorado Anschutz Medical Campus. “With this marketing effort, we aim to make the University of Colorado Anschutz Medical Campus name renowned from coast to coast, and our brand synonymous with world-class health science and care.”
This is Breakthrough will be a multifaceted marketing campaign running on both local and national platforms. Integrating advertisements in print publications, television, digital and social media, outdoor advertising, as well as at health science conferences across the country, viewers will be directed to a dedicated campaign website where they can dive deeper into the extraordinary innovations and discoveries that are happening on campus through documentary style videos.
Additional stories and videos featuring campus physicians and researchers discussing their work and individual breakthroughs will be added to the website and campaign in the coming months, focusing on the possibilities that the University of Colorado Anschutz Medical Campus provides.
“The collaboration between the partners on this campus enables each of us to achieve innovations in patient care and health science that exceed what any of us could accomplish alone,” said Jena Hausmann, president and chief executive officer of Children's Colorado. “As we continue to build healthier communities throughout the Rocky Mountain region, This is Breakthrough will help inform people about how together we are making lives healthier and eradicating diseases.”
This Is Breakthrough was developed based on data from brand recognition research, and tailored to bolster the awareness of University of Colorado Anschutz Medical Campus with the general public and with physicians throughout the country. The campaign was created by Denver-based advertising and branding agency Karsh Hagan.
“Very few of our peers have the good fortune to have schools in all five health-related disciplines and two major hospital affiliates sharing a single interconnected campus. We have the facilities to support the entire spectrum of research – from the lab to patient application – in a single unique environment. Because of this, innovative new solutions are available here at least five to ten years before they’re available anywhere else,” said Elizabeth Concordia, president and chief executive officer of UCHealth. “This is Breakthrough will raise awareness of our work and explain how our unique ability to bring our seasoned experts and talented trainees on campus together in a multidisciplinary way is breaking down traditional barriers in health science and making new discoveries that are saving lives.”
“We have a remarkable story to tell about the research, education and care we provide on the Anschutz Medical Campus,” said John J. Reilly, Jr., MD, dean of the University of Colorado School of Medicine. “This is Breakthrough shares the powerful and inspiring work of our colleagues and serves as an invitation to visionary leaders to join us in developing the innovative care and research that will improve the lives of individuals and communities across the country and around the world.”
To learn more about the campaign, and the talented members of the University of Colorado Anschutz Medical Campus community, visit ThisIsBreakthrough.com.
About University of Colorado Anschutz Medical Campus
The University of Colorado Anschutz Medical Campus is a world-class medical destination at the forefront of transformative science, medicine, education, and healthcare. The campus encompasses the University of Colorado health professional schools, more than 60 centers and institutes, and two nationally ranked hospitals that treat more than 2 million adult and pediatric patients each year. Innovative, interconnected and highly collaborative, together we deliver life-changing treatments, patient care, professional training, and conduct world-renowned research powered by more than $500 million in research awards.