Partner & Partner repositions University Hospital Zurich
The agency Partner & Partner has designed an image campaign for the launch of the newly positioned "USZ" brand for the University Hospital Zurich. The hospital is thus breaking new ground.
It is not yet common practice to position a hospital brand and market its benefits, the agency said in a statement Tuesday. However, due to the increase in competition among hospitals, a stringent image is becoming increasingly important. Partner & Partner is accompanying the positioning process for the "USZ" brand together with the Brandoos consulting firm.
Internal and external communication are linked in this campaign and the positioning is surprisingly resolved in nine headline subjects, as the statement continues. In the headline mechanism, the clever provocation is the guiding principle of the content and the resolution through a footnote with a strikingly highlighted index concept, which runs like a red thread through all internal and external communication media.
The multi-stage campaign developed by Partner & Partner resulted in an integrated mix of striking elements (wall prints in the hospital building, advertisements, streetcar posters) and in-depth communication (brand primer, image film, intranet with employee interviews as VJ clips).
Responsible at the University Hospital Zurich: Florian Rajki (overall responsibility, Head of Marketing University Hospital Zurich), Markus Koller, Franz Zemp, Michèle Santschi (Marketing University Hospital Zurich). Responsible at Partner & Partner: Benno Maggi (CD), Gianfranco Acocella (AD), Mikael Krogerus (text), Christoph Eschmann (strategy/consulting), Ronny Schmid, Konnex (media).
