Rush University Medical Center

A partnership in excellence brings continuing results

In 2005, Rush University Medical Center (RUMC) launched Discover Rush. This multifaceted campaign aimed to bolster consumer awareness of the Rush brand and to reverse declining market share in its Chicago service area.

Coffey was chosen to create a custom print publication as a key component of the broader campaign.

Discover Rush

RUMC is a not-for-profit, academic medical center that is consistently ranked among the nation's top hospitals. Discover Rush reflects the facility's and the brand's high standards, while engaging healthcare consumers with unique and valuable information. Strategic features of the publication include:

An oversized format. The 10 7/8-by-12-inch piece stands out in the mailbox and distinguishes it from those of Rush's primary competitors.

Consistent branding. The design echoes the branding standards and specifications of the broader "Discover Rush" campaign.

A distinctive editorial approach. For each issue, content is planned around an overarching theme. This innovative approach allows for engaging angles and packaging while promoting multiple service lines and physicians. Themes have included:

  • The balance issue.
  • The family issue.
  • The color issue.
  • The speed issue.

Great results! Memorable and measurable

From its first year, Discover Rush garnered positive scores in reader surveys. And after a decade-plus commitment to the project, good results have become great results. Brand recall results between 2005 and 2016 have risen 70 percent.

SURVEY RESULTS 2016 2005
Brand recall
Respondents who recalled receiving Discover Rush.
53.5% 31.5%
Readership
Respondents who recalled receiving Discover Rush and read part of it.
80.2% 77.8%
Favorable impression
Respondents who said their impression of RUMC had become more favorable as a result of receiving the publication.
34.8% 33.9%
Less-favorable impression
Respondents who said their impression of RUMC had become less favorable as a result of receiving the publication.
0% 0%
Very likely to seek services
Respondents who said as a result of receiving Discover Rush that they would be very likely to use programs, services or physicians at RUMC.
41.1% 30.2%
Very likely to visit website
Respondents who said as a result of receiving Discover Rush that they would be very likely to visit the RUMC website.
24.3% 12.7%

Publications that get results

With over 30 years of experience in healthcare marketing, Coffey has been part of hundreds of success stories just like this one.

We can do the same for you.

Find out more about our print publication options. Send an email to marketing@coffeycomm.com or call us at 888.805.9101 to get more information from one of our experienced Business Development Consultants.

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