UW News

January 17, 2008

New ‘Treat you well’ marketing campaign will promote UW Medicine services

Make sure to watch, read and listen this month to see the premiere of UW Medicine’s new marketing campaign, with specific spots for UW Medical Center, Harborview Medical Center and UW Medicine Neighborhood Clinics.

Organizational leaders, staff, patient advisers, patients and the general public all weighed in on the most effective way for us to tell the UW Medicine story, said Gretchen Bakamis, UW Medicine marketing director. You may take a peek at www.treatyouwell.org as the campaign progresses. The marketing team worked closely with Seattle’s creative agency Exclaim! in designing the campaign.

As the “treat you well” phrase suggests, the campaign’s aim is to position UW Medicine as a total health care system, where top experts make medical discoveries that lead to great everyday care.

Why launch such a campaign? The marketing effort fits with UW Medicine’s goal to be the health care system of choice for patients in the Puget Sound area and across the country. To help achieve that goal, we need to increase awareness about the types of services available within UW Medicine.

Strategically, the UW Medicine campaign will use a layered approach to effectively and efficiently get the word out.

Layered means there will be ads on television, the Web, radio, buses and in print publications. Direct mail post cards will also be dropped countywide during the next few months.

A new twist with this campaign is the treatyouwell.org site that consumers can visit to gain easy access to our services and help close the health care choice loop.

UWMC’s cardiac services will be the first service line featured, with a focus on patient care provided by Drs. Larry Dean, Richard Page and Ed Verrier. Orthopaedics & Sports Medicine will also be featured, with a look at Drs. Rick Matsen, Seth Leopold and Tom Trumble. Harborview will feature neurological services provided by Dr. Rich Ellenbogen, and the UW Neighborhood Clinics feature Drs. Cynthia Ferrucci and Sarah Kramer.

Look for UWMC’s and the Neighborhood Clinics’ television spots on cable television (AEN, Bravo, CNN, Discovery, Food Network, ESPN and others), and Harborview’s spots on KOMO-TV.

You will also see related posters and signs throughout the medical centers in the weeks to come. Questions? Call Bakamis at 206-598-5380.