The University of Colorado Anschutz Medical Campus
This Is Breakthrough
The most innovative work happening in healthcare is happening at the University of Colorado Anschutz Medical Campus. But unless you’re a resident of Colorado, there’s a good chance you’ve never heard of this amazing place. Karsh Hagan was challenged to bring together the entities of the Anschutz campus including the University of Colorado, UCHealth, and Children's Hospital under one unified brand with a singular voice that would speak authoritatively to physicians, opinion leaders, and medical students. To answer that challenge, we created the campus's first-ever national ad campaign educating others on the world-changing medical breakthroughs that only happen on the Anschutz Medical Campus.
- Brand Definition and Positioning
- Message Platform Development
- Key Leadership Interviews
- Consumer Journey Mapping
- Visual Identity
- Creative Strategy and Design
- Media Strategy
- Content Strategy and Planning
- Integrated Campaign Strategy
- Website/Landing Page Design and Development
- Broadcast TV Advertising
- Online Video
- Digital/Online Advertising
- Out of Home Advertising
- Digital Radio Advertising
- Print Advertising
- Digital Strategy and Design
- Social Media Strategy and Design
- PR Strategy
- Research and Analysis
- Campus Signage Strategy and Design
- Conference Strategy and Design
- Campaign Promotional Items
- Recruitment Strategies
- Media Planning and Buying
- Integrated media efforts with University of Colorado System, CU Denver and UCCS
The This Is Breakthrough campaign highlights the life-changing treatments that are transforming health care and the visionaries behind them. In order to do this we recruited the University of Colorado Anschutz Medical Campus’ top doctors and documented them as they brought us into their world to experience, where the walls come down and the best brains in the business are unleashed on some of the most challenging healthcare issues facing the world today.
We then implemented an integrated national advertising campaign with targeted content and media strategies for our two core audiences: influencers and opinion leaders, and top healthcare professionals. Over the course of just a couple of months, Karsh Hagan built the ThisIsBreakthrough.com website with the objectives of establishing the new Anschutz brand in the minds of visitors and highlighting breakthrough stories from across the campus. We also crafted a paid social strategy and developed months’ worth of campaign-related content in order to integrate the new brand campaign into the existing content plan.
By creating a brand identity that united three powerful partners and represented their singular vision for the campus, Karsh Hagan positioned CU Anschutz as a force in the medical world, a place where tomorrow’s breakthroughs happen today.
The campaign has reached both local and national audiences via digital and social media, as well as print media placements in the New York Times, Wall Street Journal, Broadcast TV on NFL Monday Night Football, the Beijing Winter Olympics, Super Bowl LVI, and highly visible Out of Home placements in the highest traffic areas across the state.
To date, we’ve already exposed our target audiences to almost 300 million impressions and built a foundation of optimal frequency, media layering, and flighting to drive our awareness goal. Other successes include our online video completion rate of 75%, which was 22 percentage points higher than our benchmark, leading to over 14 million completed video views, and have driven 200,000 landing page sessions.
Even with a strategic shift in visuals and messaging due to COVID-19, results have remained strong and even improved, as our online video completion rate hit a high of 89%.
This is Breakthrough won:
- A Silver award for Total Ad Campaign with TV at the National 37th Annual Healthcare Advertising Awards
- A Gold award for Print and a Bronze award for the Website at the 2020 Aster Awards