UNM Sandoval Regional Medical Center

Rio Rancho, New Mexico, 2015 – present    

Description of engagement: Campbell Consulting was engaged by the UNM SRMC marketing executive to design and implement an integrated, comprehensive branding and marketing initiative. The goals were to increase awareness, drive volume in targeted service lines, and build community loyalty for UNM Sandoval Regional Medical Center.

The marketing challenge: Awareness of where UNM SRMC was located and knowledge of services offered was not well-known among residents in the Rio Rancho or surrounding communities. Market research studies confirmed the low awareness but showed that patients who did use UNM SRMC were highly satisfied. Our challenge was to communicate the benefits care at UNM SRMC could bring to the community.

The marketing solution: Design a fresh positioning for UNM SRMC based on real patient stories told in their words how UNM SRMC caregivers put them first to make emotional connections with the community. “Putting You and Your Health First” was developed as the umbrella theme for internal and external marketing.

Services provided included:

  • Brand identity theme and graphics for the hospital and service lines across multiple communication platforms
  • Negotiation and management of media services
  • An annual integrated marketing plan to yield:
    • Posters, pull up banners and brochures in shopping malls, high schools, and community events
    • Static and electronic billboards
    • Television ads for Cable TV, movie theaters, YouTube posts
    • Newspaper and radio advertisements
    • Brochures and pull up banners and high school athletic support banners
    • Annual Community Report in multiple formats; printed, newspaper ads, micro-community website
      • Employee and provider recognition posters illustrating what the UNM SRMC team member does in the role to Put Patients First”
    • Graphic design for the exhibit honoring donors to the UNM SRMC foundation

Results: Increased favorability of UNM SRMC compared to Presbyterian Rust Medical Center by 13 points from March 2013 to March 2018. (Source; UNM SRMC – Research and Polling 3/2018 market study.)

Samples of the work produced for UNM SRMC include: