MAKE NEW FRIENDS BUT KEEP THE OLD
SERVING THE COMMUNITY.
UT Southwestern opened its new RedBird regional medical center to serve Southern Dallas County and its diverse communities. This new location launched in 2022 with the transformation of an outdated Sears space into 150,000 square foot, state-of-the-art outpatient facility. With the support of Endeavor Management and Creative on Demand, UT Southwestern created a trust-building marketing campaign to break the ice, include neighbors in the planning of the new center and invite them to choose an outstanding level of care in the community.
WE HAVE A LOT
IN COMMON.
Through research, traditional advertising, social media, and engagement with key stakeholders, UT Southwestern’s targeted, warm approach-built relationships, excitement, and trust with diverse consumers, patients, referring physicians, trusted influencers, and decision-makers ultimately leading to scheduled appointments at the new facility.
MEET-N-GREET.
Focus groups allowed UTSW to hear from the community and prospective patients in their own words revealing an unmet need for accessible healthcare, familiarity with big hospital brands in North Texas, and enthusiasm for UTSW’s award-winning and reputable care coming to RedBird.
YOU LOOK FAMILIAR.
Billboards, out-of-home marketing and print ads in English and Spanish featuring real UTSW doctors raised awareness of UTSW’s new facility and brand. A key emphasis was reinforcing the new RedBird location as an extension of the UTSW network of care, as well as cultivating a sense of familiarity and trust.
LET’S BE FRIENDS.
Hanging out on social media, where people spend their free (and not-so-free) time allowed for a trusting relationship to build over time. Using consistently branded, eye-catching, diverse, and educational content in English and Spanish, UTSW showcased its excellent physicians and staff, high-quality care, and world-renowned reputation. Hosting hiring fairs in RedBird communicated a deeper investment into the well-being of the community.
PART OF THE COMMUNITY.
A key part of the launch strategy was bringing people into the RedBird center with a major community event. The focus was to include food and entertainment, and more importantly to feature health education information and RedBird doctors, again to cultivate a sense of familiarity and trust, along with accessibility.
LONG-TERM RELATIONSHIP
The warm embrace of UT Southwestern RedBird in the community showed that people have a positive view of UTSW and were eager to welcome them into their daily lives and healthcare routines. Appointments were quickly booked and the median engagement rate on social media was 3%, much higher than the industry rate of .0022%. Continued consistent, warm, inspiring, and educational content will help maintain a positive and trustful long-term healthcare relationship.
