CASE STUDY:
University of Texas Medical Branch (UTMB) - Long known as a world-renowned academic medical center located on Galveston Island, Texas, UTMB was looking to improve access and, hence, increase patient volume with a newly built hospital in League City, a fast-growing suburb just outside of Houston. 

CHALLENGE: With well-known health systems like MD Anderson and Memorial Hermann already firmly rooted in the Houston and surrounding market, the challenge was to localize the UTMB brand in this new market by positioning them as a long-trusted neighbor. The goal was to make the mammoth, world-class research institution accessible at a personal and welcoming level.

SOLUTION: Working with UTMB's existing tagline -Working Together to Work Wonders." - Thread developed a breakthrough campaign concept to both complement the phrase while bringing life to the campaign.

The campaign theme, “Home is Where the Wonder Is.” showcased everyday slices of life pulled from the League City landscape and featuring local residents. The supporting copy highlighted UTMB’s strength, services, and commitment to the local community. The media launch included multiple open houses, inviting consumers in for a firsthand look at the new facility, a fully integrated traditional and digital advertising presence, as well as unique, creatively placed outdoor boards.

THE PROOF IS IN THE CAPACITY.
RESULTS: While formal post campaign launch research was not conducted, the hospital’s inpatient and outpatient census steadily grew in the six months after opening. Since that time, the hospital remains at capacity, has provided an economic boost to the local economy, and has successfully served as a feeder hospital to the main campus via transports and elective surgeries. 

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