Pedestrians Play it Safe
Vulnerable Roadway Users
University of Utah Health
A Doctor's Office Expands
The Challenge
University of Utah Health is the only academic medical center in the Intermountain West, serving Utah and other nearby states. They're well-known, but they wanted a stronger emotional connection with local Utahns. With other hospitals like Intermountain Health drawing patients away, U of U Health needed to earn more trust and stability with an updated brand.
The Insight
During interviews, one U of U Health stakeholder explained that they wanted to avoid the reductive "doctor's office" perception. They aren't a regular doctor's office; U of U Health is a trusted research facility with the resources for both common illnesses and the most difficult cases. When it truly matters, Utahns choose to go to U of U Health. We just had to say it.
The Solution
We created a new brand statement: For You. For Life. It positioned U of U Health as personal and involved, redefining lifelong care in a way that was real, not institutional. TV spots and social campaigns delivered the point through patient testimonials and human interactions, with no stock-photo doctors or sterile white hallways. Most importantly, we showed how the U's research leads straight into its patient care, where life-saving breakthroughs set University of Utah Health apart.
The Outcome
The "For You. For Life." tagline has become a cultural touchstone across U of U Health, a deep change embraced by over 27,000 employees. Since the brand refresh, LinkedIn followers have grown 338%, and the campaign has helped reinforce U of U Health's position as the #1 hospital in Utah for twelve consecutive years. Now, when people need more than a regular doctor's office, they know exactly where to go.
