Across the country, academic teaching clinics are sought out and recognized for their advanced medical knowledge and exceptional care. Here in northeastern Oklahoma, that leading-edge resource is OU Physicians-Tulsa. Yet despite serving the community with more than 300 doctors and five clinic locations, many people were unfamiliar with OU Physicians-Tulsa as a health care option that is open to the community.
“Our extensive qualitative and quantitative market research showed that, though people valued OU Physicians-Tulsa’s reputation of medical excellence, many were confused about the medical group’s accessibility and services,” said Laura Crouch, Station8 principal and writer.
Station8 and its strategic research partner, Tweed Market Research, conducted five focus groups followed by a market survey to lay the foundation for the new branding campaign. Informed by the research, the campaign launched under the physician group’s first-ever slogan, “Guided by Knowledge. Driven by Care.”
“The campaign’s messaging emphasized OU Physicians-Tulsa’s distinction in the marketplace of providing the excellence you expect from a leading university clinic – while informing the community about the group’s accessibility to new patients,” said Crouch.
Campaign elements included print ads, outdoor, radio sponsorships, a video featuring voiceover by Glenda Silvey, a bus wrap, signage and more. Station8 worked with Amatucci Photography for original photography for the campaign, which featured actual OU Physicians-Tulsa doctors.
Station8’s client partnership with OU Physicians-Tulsa began in 2013 after winning a competitive Request for Proposal (RFP) process. The agency serves several health care and medical device-related accounts in its mix of B2B and consumer brand clients.