A branding nightmare with a storybook ending.University of Virginia Children's Hospital
UVA Children's Hospital was losing preference among the key audience of mothers with young children and something had to be done.
Looking deep into the data, we spotted several red flags. Prolonged budget constraints had led to to a lack of brand presence and general lack of awareness. Without a strong children's hospital brand the UVA Health umbrella brand was sure to suffer.
We combined warm imagery with the timeless charm of children's storybooks to associate the advanced pediatric care offered by UVA Children's Hospital with the happy and healthy ending every parent desires for their child.
We reintroduced our target market to UVA Children's Hospital, increasing awareness of the brand and the quality pediatric services it offered. The downward trend was halted and transformed into positive gains in only a short period of time, leaving the Children's Hospital and the larger UVA Health brand stronger than before.
Pediatric Preference (YOY)
Patient Volume (Compared to previous period)