For years, Riverside University Health System (RUHS) had been known simply as the “county hospital.” When RUHS embarked on a new mission to invest in hiring world-class physicians and building new healthcare facilities, system leadership knew they also needed to refresh their public image. Many healthcare consumers didn’t fully understand the breadth of services that RUHS offered, and often confused RUHS with other Riverside County health entities. At the same time, the campaign needed to increase public awareness in a culturally diverse audience while fulfilling an urgent need to communicate safe access of RUHS’ services during the COVID-19 pandemic.
Maricich Health developed the positioning statement “For the Whole Health of You” to reinforce RUHS’ core attributes of integrated and available care with a whole-person approach. The campaign increased awareness of RUHS’ core differentiators while conveying a COVID-safe message of accessible healthcare to reassure the community. Creative execution was straightforward and authentic for maximum impact across a fully integrated media buy of digital and traditional channels. The media plan focused on strategic audiences and channels while still including high-profile connected TV, radio and out-of-home placements. Culturally authentic in-language Hispanic ads performed very well, indicating a true connection with this important audience in the county while delivering strong ROI.