Business Challenge
The admittedly boringly academic University of Pennsylvania Health asked me to help their brand: 1. Connect and show real empathy with its community
2. Do it in a cooler, more interesting, quick-to-the-heart, personal way
3. Encourage Philly residents to take better care of themselves
4. …and to think of and call U Penn Health when they do and don’t.
Target
Consumers of healthcare in Philadelphia; focus on females as home gatekeepers of family health.
Customer Insight
People of Philadelphia didn’t connect emotionally with its healthcare resources…and so, didn’t make the effort to find out to connect with them for help.
Strategy and Brand Positioning
The Empathy Place. The hospital in total synch with how you feel.
Creative Solution
Out-of-home digital and printed banners, t-shirts, wild postings on sides of buildings, etc
Result and Business Value
Connected with residents emotionally, triggered interest in “learning more” and use of resources.
To set up a meeting and learn more, contact janzlotnick@gmail.com
To set up a meeting and learn more, contact janzlotnick@gmail.com