UK HealthCare: "Extraordinary Care"

CORNETT has launched its latest creative for UK HealthCare to show "chief medical officers" of the household that the medical center is Kentucky's best go-to healthcare destination. The creative, which launched this week, will run regionally in the Lexington, Kentucky, area as part of a fully integrated campaign that will extend through June.

“Healthcare decisions are driven by two key factors: confidence and control,” explained Geoffrey Blair, director of Brand Strategy at UK HealthCare. “A sizable portion of the target audience is defaulting to competitors they are familiar with and experiences they already understand instead of choosing the most advanced care.”

The campaign—which is about reassurance—shows people that even in the scariest, most uncertain moments, UK HealthCare can provide the most confidence and control over one’s health or that of a loved one. The medical center is a place that brings together international expertise and groundbreaking innovations, and this deep, collaborative knowledge allows more options for advanced care. Ads show individuals on hospital visits accompanied by caring medical professionals using the latest technology. They tag with, “For the big things…and the little things. Extraordinary care is right here.”

CORNETT started working with UK HealthCare in 2016. At the time, awareness was low and consumers lacked a clear understanding of the brand’s role as an academic medical center. UK HealthCare provides the most advanced care in the region.

“Even as a regional hospital, we wanted to create something that felt worthy of the national stage—that would pull heartstrings and command attention among the mega brands, celebrities and spectacle of the game,” said Jason Majewski, CORNETT creative director. “When we uncovered this take on Bob Marley’s ‘Three Little Birds,’ we felt the iconic message and melody were reimagined with a powerful and dramatic tone. It said it all, and we saw that as an opportunity to make our message even more relevant and memorable.”