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UCH ad campaign touts hospital's strengths

Joyzelle Davis, Rocky Mountain News

Published June 26, 2007 at midnight

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The University of Colorado Hospital is the Rocky Mountain region's sole academic medical center and National Cancer Institute-designated comprehensive cancer facility.

But a scant 11 percent of local residents are aware of that expertise, according to a survey conducted last year by the medical center.

That's why the hospital launched an advertising campaign to coincide with its recent move to the Anschutz Medical Campus in Aurora. The 30-second TV spots, which started Monday, are running on all the major networks during newscasts.

"It's a perfect opportunity to hit a lot of points - so people know we moved, know the new name and know what it means to have an academic medical center in their backyard," said Angela Lieurance, vice president of development and marketing at the hospital.

University Hospital completed its last patient transfer from the 42-year-old Colorado Boulevard hospital June 17. The new $644 million hospital's amenities include 396 private rooms and being part of a "health care city" in Aurora that will include Children's Hospital, the University of Colorado Health Sciences Center and Veterans Hospital. Eventually, the area will support 66,000 jobs and $6.3 billion a year in direct and indirect economic activity.

The ad campaign is funded by part of the $91 million in gifts from the Anschutz Foundation, a philanthropic group established by Denver railroad and telecommunications baron Phil Anschutz. The hospital spent about $250,000 for the first round of media buys, but the total will rise as the campaign continues.

Denver-based Cactus Marketing Communications is handling the campaign. The first ad introducing the Aurora campus will run through July 8, followed by commercials highlighting two areas of the hospital's expertise, cancer and stroke treatment.

The new TV spots build on a print, online and outdoor brand awareness campaign the hospital started this winter.

The TV ad campaign "is an opportunity to put an exclamation point on (University Hospital's) momentum," said Norm Shearer, partner and creative director at Cactus.

Unlike with most advertising, hospitals can't measure the impact of their commercials because patients don't come in for treatment until they're sick - whether that's next week or next decade.

"The point is to get on their radar screen," Lieurance said.

or 303-954-2514

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