UC Davis Medical Group
These days, UC Davis Medical Group is automatically considered a leading and easily accessible choice for primary care in Northern California. Yet when the group was first introduced, there was a widespread, incorrect perception that UC Davis was a serious treatment and trauma center only. There was very low awareness that its Medical Group was an in-depth primary care option, accessible to 9 out of 10 people with ordinary health insurance.
As agency principal of DanaForan Advertising, Kathy Dana was a major contributor to the strategy and creative work that allowed UC Davis Medical Group to move ahead with confidence…to convince the target market that UC Davis quality care was available if you “just ask.” The campaign achieved a high level of advertising awareness without the highest level of ad spending. Enrollment and unaided name awareness increased dramatically. Gone was the perception that UC Davis was “difficult to get in” or “only for a privileged few.”