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Beginning this week, UVA Health launched a two-pronged brand and marketing campaign throughout Virginia to grow patient volume for priority programs and conditions and increase awareness and reputation.

Several major brand reputation campaigns will appear across TV, radio, streaming audio/video, out-of-home, print and digital/social media channels, and the UVA Health marketing/communications team will continue to share newsworthy stories with media outlets.

Efforts are also underway to acquire patients through top search engines and social media to ensure a consistent presence of UVA Health clinical specialties as patients are actively seeking care.

These campaigns will have the added benefit of helping to build UVA Health brand awareness and driving patient volume in the northern Virginia markets where the recently acquired Culpeper Medical Center, Haymarket Medical Center, and Prince William Medical Center are located.

The new creative campaigns that will be present in the Virginia market throughout the fiscal year including the following:

• Public Education Campaign (in partnership with Augusta Health)
• UVA Cancer Center Campaign
• UVA Orthopedic Center Ivy Road Campaign
• U.S. News Reputation Campaign
• Radio advertisement #1 (00:30)
• Radio advertisement #2 (00:30)

The primary goal of the campaign is to build brand recognition and ensure that patients looking for our services can easily find them. Another goal is to track the effectiveness of every marketing dollar invested. It is anticipated that within two years, additional marketing technology will allow for UVA Health to track the specific return on investment and apply predictive analytics for future campaigns.

See samples of the campaign artwork below.