Knowledge Is Your Power


Even though University Health System (UHS) is the only academic medical center in town and has a track record of national recognition, lots of folks in San Antonio still remembered it as the place for the economically challenged uninsured.  We needed to change the perception of UHS from a public hospital to a top-notch academic medical center that uses its knowledge and passion to heal at a higher level.


Under our brand platform of “Thinking Beyond,” we rolled out a campaign called “Some See. We See.” It was all about showing how UHS goes beyond the norms of medical practice today.  Since the goal was to shift perceptions, boost preference and bring in more commercially insured patients, we aimed our message at the influencers in the community. We went all out with TV ads in both English and Spanish, print, outdoor, digital ads and a microsite.


Recognition as an academic medical center: up 8 percentage points

Trust for top-notch care: up 8 percentage points

Belief in medical innovation: up 5 percentage points